2015 Winners & Shortlists

The Brief

Toyota’s Land Cruiser and Patrol are the clear large SUV category leaders. The fate of Patrol and Land Cruiser depended on their ability to steal from one another’s market share. In order to excel, Patrol, the large SUV high-grade segment leader, had to find a way to own a bigger share of the Large SUV mid-grade segment, which was dominated by Land Cruiser. Target Audience: SUV customers with main focus on Land cruiser customers.

Describe how the promotion developed from concept to implementation

In order to excel, Patrol, the large SUV high-grade segment leader, had to find a way to own a bigger share of the Large SUV mid-grade segment, which was dominated by Land Cruiser.

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

1) Familiarity with the Patrol increased by 86% with mid-grade seekers Source: Nissan, FY13/FY14 Gulf Strategic Brand Image Survey, TNS 2) Purchase consideration increased by 22% Source: Nissan, FY13/FY14 Gulf Strategic Brand Image Survey, TNS 3) Sales grew by 147% Source: Patrol Brand Tracker Monthly KPI Report 2014, TNS 4) All this success has lead us to achieve 40% market share of the large SUV – an 11% jump

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

LAUNCH APPROACH Phase 1: anchoring versatility Spreading the word about Patrol’s versatility though TV, Print, OOH, Radio, showrooms, digital and social media Phase 2: creating versatility believers Creating believers with on-ground execution and special activations, which highlighted city-friendliness, female friendly, low fuel consumption, reliability, durability and power.