We needed to engage Fleet Managers with Toyota’s range of heavy-duty vehicles. But this audience had been exposed to them before. Our challenge was to find a new and exciting way of telling the story.
The vehicles already had nicknames. The ‘Unbreakable’ HiLux, the ‘Invincible’ Land Cruiser. We took this as our creative cue and developed a boxing-themed dimensional mail pack that positioned the range as ‘heavy-hitters’.
This highly crafted DM pack was extremely well-received. 2,028 fleet customers were sent out packs and within two months, 496 vehicles were purchased by the recipients. Now that’s a knockout.