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FCB 'elevates' Fortuner for Toyota SA

Toyota SA has launched a rugged sport utility vehicle (SUV) - the Fortuner - with a through-the-line campaign comprising television, print, brochures, leaflets, dealer launches and web element developed by full-service agency FCB Johannesburg.

The task put to its long-standing marketing communications partners was to achieve three goals:

  • Launch the Fortuner and position it as a differentiated and credible alternative to the competitive offerings in the market.
  • Create high levels of awareness in the first three months of launch.
  • Differentiate Fortuner from the Hilux, which is built on a related platform, and from the RAV4, which will be launched in a similar price category over the same period.

The resultant campaign has a male focus and talks to consumers over 35 years of age earning a reasonable income to whom image and status is very important. This target consumer is, explained FCB Johannesburg's Stefano Contardo, the 'modern Marlboro Man' with a successful career, wife and two teenage children. He wants to be seen living a healthy, active, outdoor, adventure lifestyle and, while currently driving an executive saloon, he has always aspired to a real SUV, but none could deliver style, quality and image at the price he could afford.

These aspirations gave rise to a simple but relevant positioning for the brand: "Toyota Fortuner. Elevates you". But, it came with some sensitivities, said Contardo, because it could be interpreted in various ways.

"Firstly, there's the physical interpretation - Fortuner elevates you because it has the high seating position of a SUV. On the other side of the coin is the emotional interpretation - there's the status association. Toyota SA's marketing team wanted us to stress the status appeal without being arrogant.

"The concept developed by the creative team of Eliot Powel and Gant Jacobsen and overseen by Executive Creative Director Brett Morris uses humour to do the job and I think it hits just the right note."

The 60-second television commercial was shot on KwaZulu-Natal's South Coast over two days by Plank Film Productions with Peter Pohorsky as director and Di du Toit as producer.

Its first scene shows a large wooden crate washed up on a deserted beach. Cautiously, a painted, bare-chested and grass-skirted tribesman approaches. He is soon joined by others from the tribe and his king and queen, who are carried down to the vehicle - now freed from its crate - on a litter borne by several strong bearers. One of the tribe finds the keys and hands it to the king with a quizzical expression: whatever can this be? The next shot shows the king and queen in the Fortuner, he with his hands on the wheel and she preening herself in the rear view mirror - they are moving. They come across another king and queen, being carried on their litter. Our king hoots and they turn around in surprise, an emotion which quickly turns to envy when they see the luxurious Fortuner in which the other royals are travelling. The ad closes revealing briefly that our king and queen are not driving the Fortuner, it is being carried by the litter bearers demonstrating that even though the tribe did not fully understand how to utilise the vehicle, they immediately recognised that taking possession of it would enhance the status of their king and queen.

The Fortuner web site (www.fortuner.co.za) is largely a reflection of the brochures and other support material, which visually takes the reader 'on a trip' through various landscapes. As the reader pages through the brochure - or selects progressive information options on the web site - he or she will see the Fortuner in a desert environment, then in the lush green veld, crossing a rocky wasteland and eventually dominating a surburban environment. Print executions focus on the positioning of 'Elevates you' while reinforcing the Fortuner's off-road ability.



Editorial contact

C-Cubed Communications
(021) 852-7198

2 Apr 2006 09:39

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