RAV4 She's a Beauty
Category: LEAD GENERATION Award:
SILVER
SPECIAL HONOURS AWARD Category: BEST ART DIRECTION
When RAV4 was first introduced in 1995 nothing like it had been seen
before. RAV4 was so unique it created a whole new market niche - the
small urban off-roader.
RAV4's success didn't go unnoticed by the competition. Soon this
market sector became flooded with competitors anxious to cash in on the demand
for these new urban recreational vehicles. RAV4 was also coming under
pressure from sales of imported Japanese used vehicles - including much cheaper
imported used RAV4s!
The challenge was to revitalise interest, capitalise on the heritage of RAV4
and again reset the benchmark it had earlier set for styling and
performance. Knowing the fashion-conscious audience would be impressed by
the new vehicle, the proposition was targeted at current private drivers of
RAV4s. Characterised as confident, adventurous, image-conscious and
highly brand aware, "You'll get noticed in a RAV4" had
sure-fire appeal. A week before the TV launch of the new model,
prospects received a distinctive box in the mail, containing an empty branded
sunglasses case. Inside the case was a letter inviting them to test drive
the new RAV4 and receive a free pair of limited edition RAV4 sunglasses.
An unprecedented 41% of the prospects contacted took a test drive.
Client: Toyota New Zealand
Agency: AIM Proximity
Client:
Debbie Pattullo - Marketing Manager
Suzanne Kennedy - Marketing
Agency:
Brett Hoskin - Creative Director
Valerie Von Gelden - Senior Account Manager
Tony Stevens - Senior Writer
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