"The first small step in the Hilux journey to cleaner energy."
Toyota has launched ‘Just a Hilux Hybrid towing a 3.5 tonne headline’ via Saatchi & Saatchi New Zealand.
Some people have spotted a Toyota Hilux Hybrid pulling a load on a 3-axle trailer built from 3.5 tonnes of steel.
‘Just a Hilux Hybrid towing a 3.5 tonne headline’ is the centrepiece of an advertising campaign for the 2024 Hilux range, which are now exclusively all Hybrids.
Toyota New Zealand assistant vice president Susanne Hardy said introducing Hybrid to Hilux is the first small step in the Hilux journey to cleaner energy.
“We know that the Hilux Hybrid is as capable, if not more capable than its predecessor,” she said.
“This campaign is about showcasing the grunt and reliability of the Hilux Hybrid that our customers expect from a Hilux. And of course, that it absolutely delivers.”
The 3.5 tonne headline looks as much a kind of brutalist sculpture as it does a piece of mobile out-of-home.
The design, by Ben Lockwood of Craftshop, was engineered by Andrew Turney from Gyro in a warehouse west of Auckland.
It took two months to build using tonnes of steel, 974 bolts, and 6512 spot welds, before being mounted on the purpose-built six-metre-long trailer.
The headline is in fact two, as it was replicated and set back-to-back to be read from either side.
Saatchi & Saatchi New Zealand chief creative officer Steve Cochran said he loved this idea the moment he saw it.
“A mobile billboard isn’t anything new, but a headline that is literally a product demonstration is super surprising,” he said.
“Yes, it’s a little meta, but if the reaction it gets on highways with people winding down windows to take photos is anything to go on, we think it’ll be just as popular as past Hilux campaigns.”
The headline has already been towed to many locations for content filming but it’s now headed out on tour to events including A&P shows all around the country for the next few months.
A partnership with Radio Hauraki will also see it turning up at various locations and dealerships throughout both islands (it’s booked to go on the inter-island ferry).
The trailer acts as the headline in traditional large format OOH, and features in short-form videos, one of which shows how it was made.
“This campaign didn’t have the budget for a big traditional awareness campaign, but the brief was to make Hilux Hybrid famous in every New Zealand rural community,” Cochran said.
“We’re pretty chuffed that the 3.5 tonne headline is literally on the road to do that.”
Credits:
Toyota New Zealand
Client: Toyota New Zealand Limited
Assistance Vice President – Customer Group, Executive: Susanne Hardy
Manager, Marketing Operations: Jamie How
Associate Manager, Marketing: Katie Craven
Product Marketing Specialist/ Marketing: Phoebe Nicholls
Manager Conversions & Accessories: Clint Beaumont
Saatchi & Saatchi NZ
Creative Agency: Saatchi & Saatchi NZ
Chief Executive Officer: Mark Cochrane
Chief Creative Officer: Steve Cochran
Executive Creative Director: Lee Sunter
Senior Art Director: Cece Chu
Senior Copywriter: Ryan Price
Content Creator: Nelson Rayner
General Manager: Susie Darling
Senior Business Director: Kate Gyde
Senior Business Manager: Renee Prasad
Executive Agency Producer: Jane Mill
Gyro Constructivists
Constructivist: Andrew Turney
Toybox
Production Company: Toybox
Director / DOP / Stills: Dan Max
Producer: Nanette Miles
Music: Ghost Riders in the Sky – Performed by Troy Kingi & Tami Neilson
Spark Foundry
Media Agency: Spark Foundry
Managing Director: Nicky Greville
Client Partner: Kelly Rosnell-Shand
Media - Business Directors: Toby Yonge, Stacey Stephenson
