Land Cruiser
When we set out to launch the 8th generation Toyota Land Cruiser, we decided to communicate with potential buyers via an extended brochure and the web.
What we thought would be a simple photo shoot assignment, turned out to be an incredible adventure. We traveled to two of the most remote places on earth; the Northern Territory of Australia and Canada's Yukon Territory. And as a result, some very unique ways to reach the target presented themselves.
Along with the National Geographic photojournalist Randy Olson, we set out on the ultimate journey launching the new Land Cruiser. It wasn't one of those advertising boondoggles. We lived in tents, showered once a week and ate camel. Yea, camel! When we returned we created a media-rich website, a nation-wide speaking series, a TV show with cable network SPEED, a coffee table book, and a bunch of other non-traditional touch points.
Website
An Extensive Website Was Built
The website was setup to feel like a website documenting an expedition, rather than a traditional (IE boring) automotive site
A National Print Ad
The print ad was run in very targeted publications. Since the Land Cruiser buyer is a very specific audience, the ad ran in a few publications that would most effectively reach potential buyers. The ad was a simple way of conveying the message that, the Land Cruiser can get you anywhere in the world. Which we definitely proved in our two remote destinations.
The agency partnered with cable station “Speed TV” to create the half hour television show featuring not only the Land Cruiser, but the two trips to these exotic locales as well. We profile photojournalist Randy Olson, aboriginal icon Ian Conway, and racing legend Ivan Stewart.
A Partnership With SPEED Television Created the 30-Minute TV Show
Lecture
A Lecture Series Featuring The photographer visited six cities around the country. After the trip, we partnered with National Geographic to hold a lecture series featuring Randy Olson in six major Land Cruiser markets.
The lecture covered Randy’s experiences on the LandCruiser trips as well as his many amazing life experiences as a National Geographic photographer.
Book
There was an overwhelming task of whittling down all the photographs to get the best shots from the adventures. This “best of the best” compilation was bound into a coffee table book. The book was passed out at the lecture series as well as to select potential buyers.
A Coffee Table Book Was Created
Mag-A-Log
Departing from a traditional automotive brochure, this piece was designed to look more like an adventure magazine than a catalog.
The Land Cruiser is one of the essential brands necessary for expeditions to these remote locations. Some of the other essential brands that were used on the expeditions were featured in small sidebars throughout the magazine.
An Expanded Brochure/Magazine Was Printed
