Tundra. Worlds largest, mightiest Demonstrations.
The brief:
Launch the new Toyota Tundra 1/2 ton Japanese pickup into a segment entirely dominated by Ford, Chevrolet and Dodge RAM - a segment fiercely loyal to the domestic brands and proudly American.
THE LAUNCH OF THE TOYOTA TUNDRA FULL SIZE PICKUP TRUCK.
ACKNOWLEDGED AS
“…ONE OF THE
MOST SUCCESSFUL LAUNCHES IN TOYOTA HISTORY…”
With its unexpected and mighty world-first product demonstrations,
Our launch changed the entire US truck category’s approach to advertising.
Dramatically reduced sales gap against key domestic competition. Improving 50% vs. Ford F150 and 56% vs. Chevrolet Silverado. Tundra surpassed the monthly sales performance of Dodge Ram - # domestic player in the market.
TV: "See Saw". Actual demonstration. (SUPER BOWL XLI 2007)
TV: "Killer Heat". Actual demonstration. (SUPER BOWL XLV 2010)
TV: "Wrecking Hammer". Actual demonstration.
TV: "Pulley". Actual demonstration.
TV: "Crosswinds". Actual demonstration.
TV: "Ramp". Actual demonstration. (SUPER BOWL XLI 2007)
A top-to-bottom $220,000,000 launch with multiple initiatives and components, it was an immense exercise in collaboration.
Throughout this two year project I directed and orchestrated a team of 28 internal creatives, as well as the creative departments of three independent agencies, and partner agencies.
Leading this launch gave me the opportunity to work across and collaborate with multiple disciplines from day one. I partnered closely with strategy, research, media, the design department, the digital teams, and the retail group.
HOW THE HELL DO YOU LAUNCH A JAPANESE TRUCK TO A “GOOD OL’BOY“?
OUR BIG IDEA:
To literally prove by demonstration that the Tundra is
“A 1/2-ton truck with the guts of a 3/4-ton”
WE CAME UP WITH A SERIES OF TRUE-LIFE DEMONSTRATIONS. NO B.S.
We stirred up the bar stool debate with a series of spectacular, death-defying actual, true-life demonstrations of Tundra’s superior performance - no "Hollywood smoke and mirrors”, and we gave our buyers something real to brag about.
Our launch was recognized by Fortune magazine:
“America’s Best Car Company.
Toyota has become a red-white-and-blue role model.
How? By understanding Americans
better than Detroit does.”
-Fortune, March 2007.
How did we get an accolade like this?
We proved we knew who we were talking to.
I sent teams of photographers, writers, and videographers to visit with and interview truck folk from all walks of life. I worked with some of the most esteemed photographers and writers in the US, and we researched and produced a 261 page coffee table book on blue collar America.
Photographers included Jim Nachtwey, Steve McCurry, and Jeff Dunas.
Writers included Hampton Sides, Randy Wayne White, David Masiel and Bill Vaughn.
11 BILLION IMPRESSIONS
A multimedia effort was designed to deliver 11 billion impressions, the biggest in Toyota’s history.
First, a mailer printed on sandpaper gave them information they needed, and the grit we needed.
Next, a series of :15 second spots to make true truckers question the actual brawn of the domestic trucks.
15's
We launched nationwide with print designed to arm our buyers with the nuggets and facts they needed for their barstool debates:
PRINT
We developed grassroots programs such as the PROVE IT tour, created partnerships and content with Country music duo Brookes & Dunn, Bass Pro, sponsored and partnered with the everyday heros of the “Heroes of Conservation” program, we developed the Sunday night Football half-time slot with programming called “Line of Scrimmage” (a show that ran for 4 years).
CAMPAIGN OBJECTIVES?
1. Double the number of domestic full-size pick up replacers.
2. Close the sales gap between Tundra and the domestics, while overtaking Dodge to be #3.
3. Improve Brand Imagery to underscore the Tundra as a legitimate and authentic full-size
pick up and begin building an emotional connection with the target.
IMPACT:
We way exceeded our goals:
Word on the street was we nearly put Nissan Titan out of business.
Tundra’s conquest of domestic buyers tripled from the launch in January 2007 through August.
Tundra dramatically reduced the monthly sales gap with its key domestic competition, improving 50% vs. Ford F150 and close to 56% vs. Chevrolet Silverado. Tundra actually surpassed the monthly sales performance of the Dodge Ram, the #3 domestic player in the market. And won a Gold Effie along the way.
We improved brand imagery.
We changed the truck Category, and continued to add fuel to the ongoing debates.
The Tundra is now a real contender in the debate over America’s finest truck.
In the language of Saatchi Lovemarks, the Tundra moved from “being known for something”
to “known for the things I care about”.