2014 Winners & Shortlists

Brief Explanation

Ramadan is a holy month for fasting, family gatherings, giving, and spreading goodness, especially in Saudi Arabia. During Ramadan advertisements get really cluttered. Toyota wanted to launch the new Hilux model during Ramadan focusing on quality, durability and reliability. As an Insight during Ramadan, dates and water get distributed on traffic lights before Iftar time for the Muslims to break their fast. This has inspired us to create the “Ramadan Toyota Hilux Truck” under the theme of “Fill it and contribute in spreading goodness”.

The Brief

Toyota wanted to launch the new Hilux model during Ramadan focusing on quality, durability and reliability.

How the final design was conceived

As an Insight during Ramadan, dates and water get distributed on traffic lights before Iftar time for the Muslims to break their fast. This has inspired us to create the “Ramadan Toyota Hilux Truck” under the theme of “Fill it and contribute in spreading goodness”. We designed a replica of the Toyota Hilux Truck model on a miniature scale. We filled 300,000 Hilux trucks with dates and water. The Ramadan Hilux Trucks were distributed in the Kingdom around all traffic lights before iftar time during the entire holy month of Ramadan.

Indication of how successful the outcome was in the market

Over 15,000 subscribers contributed in the Hilux “Spreading Goodness” campaign and uploaded pictures of their trucks filled with gifts on the Hilux Facebook page. The Ramadan Hilux Truck passed from one person to the other, spreading a trail of happiness and goodness around the community. Participants with the longest trail will have the chance to win their load in actual quantity from a real Hilux, so that the more you give, the more you get. 23% Increase in Test Drive compared to last Year. The Ramadan Hilux Truck campaign was everywhere, from Newspaper, TV, social media.. “Spreading goodness in Ramadan”.