FCB Joburg and Toyota South Africa have launched a boundary crossing campaign for Toyota’s new SUV – the Corolla Cross.
The Corolla Cross has been eagerly anticipated with FCB Joburg introducing the public to the Corolla Cross before the car was even released with a pre-order campaign. The teaser campaign, which was a first for Toyota, allowed for vehicles to be reserved ahead of the launch. And now that the Corolla Cross has finally arrived, FCB and Toyota want to let South Africa know with a comprehensive launch campaign.
Tasneem Lorgat, Senior Advertising Manager for Toyota South Africa Motors said, ‘To launch the Corolla Cross we tasked FCB to produce a campaign unlike any other. We needed to showcase how the Corolla Cross is a car for all South Africans and is packed with features to enable you to cross your lifestyle boundaries.’
‘Cross Boundaries’ is the strapline for the campaign and the four hero content pieces do a brilliant job of bringing that line to life. Across the four films viewers see the Corolla Cross in different scenarios, crossing various boundaries, demonstrating this SUV’s impressive capabilities and telling some exceptionally fun stories. The ads also do a great job of showing off the beautifully styled Corolla Cross with amazing car shots.
Executive Creative Director, Tian van den Heever, said, ‘We’re all incredibly excited about the launch of this campaign and this vehicle. We love the ads and we think they do a wonderful job of showing how the Corolla Cross can cross boundaries and take you to the next level. We made four different TV ads for this campaign, which gave us the chance to demonstrate how versatile this vehicle really is and to show people that the Corolla Cross can make your life more awesome, whatever lifestyle you want to live.’
Copywriter, Matthew Holt Shafto, continued, ‘People are complex. They can’t be put into boxes. People don’t just want a car that’s great for the school run or a car that they just take into the bush, they want both and the Corolla Cross offers that. That’s why the campaign line is Cross Boundaries.’
The launch campaign comprises multiple touchpoints, spanning all ATL channels, BTL content and unique items such as an Augmented Reality 3D model viewer.
TOYOTA
https://www.toyota.co.za
