FCB Africa and Toyota SA have launched a campaign for the new Fortuner. As the SUV segment becomes increasingly competitive, customers have more to choose from than ever. That being the case, a proactive approach was taken to maintain and strengthen the Fortuner’s market share and retain its leadership position.
The task to the creative team at FCB Africa was to develop a 360 degree campaign for the Fortuner that highlights its new and improved styling, comfort, safety and convenience.
When it came to the Fortuner and its perception to the market, both FCB Africa and Toyota South Africa saw an opportunity for evolution. The launch comprises multiple touchpoints, spanning all ATL channels and BTL content.
‘In a sea of countless campaigns that show SUVs on off-road adventures, it was clear from the start that we needed to go further,’ said Tasneem Lorgat, Senior Manager of Advertising at Toyota SA Motors.
‘As a leader in the market, we knew that the only way up for the Fortuner was ‘beyond’. And what better way to distinguish the Fortuner from other SUVS than by going from off-road to out-of-this-world?’ said Tian van den Heever, ECD of FCB Africa. ‘Plus, seeing the Fortuner traverse across the diverse landscape of Mars just further emphasises that it’s truly equipped to tackle any terrain.
Thus, what was first positioned as a versatile SUV that affords people the ‘Luxury of Freedom’ has become a more stylish, more capable and more desirable SUV that allows one to go as far as their imagination can take them and ‘Reimagine the Luxury of Freedom’.
The campaign does a great job of showing not only how capable the new Fortuner is, but also how incredibly sleek and striking its reimagined look is.
FCB
www.fcb.co.za
