Take Toyota Hilux's brand promise "Unbreakable" to a new generation of consumers. Encourage these consumers to visit the showroom and/or arrange a test drive. Develop a screensaver, using the motion sensor built into the latest generation of laptops, to deliver a truly interactive experience and demonstrate the "unbreakability" of the 2008 Hilux. Distribute this to a database of potential Hilux buyers, and encourage them to forward it onto their friends. This allowed users to click through and arrange a test drive at their local dealership. Marked increase (above 60% in some areas) in Hilux enquiries reported by dealerships. Corresponding increase in actual test drives. Informal dealer feedback described the campaign as "compelling", "entertaining", "very engaging" and "really helps to reinforce that a Hilux is unbreakable". Bronze Direct Lions Winner.
Agency: Saatchi & Saatchi Auckland, New Zealand.