Toyota wanted to improve the desirability of its two core SUV models, RAV4 and C-HR, in a rapidly growing and increasingly competitive segment. We developed a broader brand campaign, showcasing these models alongside the legendary Land Cruiser, urging people to pursue a rich, full, and fulfilling life. Our creative idea turned everyday excuses to stay at home – ‘because it’s raining’, ‘because it’s far’ – into reasons to get out there.
In both central and local TV ad testing, our campaign scored best-in-class for delivering a meaningful brand message. Monthly sales of SUV models in key European markets increased versus pre-campaign figures and year-on-year, with RAV4 Hybrid and C-HR Hybrid achieving several record sales months.