2014 Winners & Shortlists

The Brief

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.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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 goodness Participants with the longest trail will have the chance to win their load in actual quantity from a real Hilux, so the more you give, the more you get. Over 15000 Loads were uploaded on Facebook. Sales increased by 11% & 23% Increase in Test Drive compared to last Year. Hilux Truck campaign was everywhere, Newspaper, TV, social media.. “Spreading goodness in Ramadan”.

Explain why the method of promotion was most relevant to the product or service

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.