Toyota has teamed with Saatchi & Saatchi in its latest campaign to launch the LandCruiser 300, which showcases how the LC300 doesn’t just take you anywhere in Australia, it also gets you home with comfort and ease.
The integrated campaign celebrates both the legendary LandCruiser and the legion of drivers who traverse all parts of Australia in their trusty 4WD.
The ‘This LandCruiser drives us home’ campaign platform features an anthem embodying the many stories, experiences and adventures that take place throughout Australia.
https://www.youtube.com/watch?v=SuYuWyWxjUw
Along with highlighting the all-new range, the campaign shines a spotlight on the LandCruiser’s Australian heritage, including the important role the care has played in exploring, and helping to build, the country.
The campaign is set to roll out across broadcast, digital, OOH, print, CRM, sponsorships, radio and in-store.“This campaign represents the very essence of what LandCruiser stands for and I couldn’t be prouder of the team involved for bringing this to life in such an entertaining way,” said vice president, national sales, marketing and franchise operations, Toyota Australia, Sean Hanley.
Senior manager, brand management and communications, Toyota Australia, Andrew Wearing, said, “What better way to honour and celebrate our diverse drivers, who have made LandCruiser a 4WD legend, than with their very own anthem. An anthem that encourages them to get out there in their LandCruiser again.“We wanted something that, like the LC, would bring a smile to our drivers’ faces and be sung by all ages, throughout the ages.”Executive creative director, Saatchi & Saatchi Australia, Simon Bagnasco, added, “This campaign was driven by a simple truth. Lots of vehicles can get you to the most remote and beautiful parts of our country, but there’s only one we know that will always get us back home.”
