2019 Winners & Shortlists

Background.

Toyota Fortuner was introduced in Egypt in 2012 and was perceived as a strong, durable car, yet lacked luxury & style that the competition focused on. The task was to find a clear positioning for the Fortuner that would stand for a real purpose, changing its perception and elevating its image in the Egyptian market. The objective of this campaign was to position the car as a true SUV (4x4) that combines both image with performance

Describe the creative idea.

The idea is “it’s a tough journey”; where the copy depicts the plight of a specific group of contemporary Egyptian men who have been “domesticated” by modernity to forsake their rugged nature and raw instinct in pursuit of careers, social recognition and an unreachable ideal propagated by society. As the modern world grapples with the controversial topic of masculinity, questions, criticizes and reframes it, the opportunities to express one’s “manhood” have been reduced to routine chores that undermine man’s full potential. Toyota Fortuner encourages men who feel reluctant to express themselves to break free from the pristine image of the modern man and indulge the rugged less-groomed side to their characters; hence the campaign line “made for men”.

Describe the strategy.

Based on the client brief, 90% of Fortuner's existing customers are men. Similarly, our desired target based on the brief was males, in their 40’s who are family men, entrepreneurs, practical by nature, seeking quality, durability, reliability, driving performance and safety. To uplift the image of the Fortuner, we decided to not follow the lead of competition who focused on and owned luxury, and instead decided to position the car as "a tough car for a tough man"; basing our thoughts on how men today are deprived of opportunities to exercise their raw power. The platform and campaign line we used was "made for men"; as the vehicle is their way out of the pristine image that today's modern world is imposing on them. We created a film that aimed at uplifting the image of the Fortuner; to make it more desirable and relatable to our potential target.

Describe the execution.

We launched our film that depicts the plight of a specific group of contemporary Egyptian men who have been “domesticated” by modernity to forsake their rugged nature and raw instinct in pursuit of careers, social recognition and an unreachable ideal propagated by society. The film is a satire of status and image driven advertising utilizing men of different ages, backgrounds and looks who present a stark break from the clean-cut poster boy image of the modern man perpetuated by Egyptian advertising. Toyota Fortuner encourages men who feel reluctant to express themselves to break free from the pristine image of the modern man and indulge the rugged less-groomed side to their characters. The film aired on Facebook from 21/9/18 to 21/11/18 on Facebook, Instagram & YouTube.

List the results.

Reach A total of 7,376,389 (Achieved via 9 pieces of content) Engagement IG: 9.1% FB: 4.1% Sales Sales figure has not been reflected yet In addition: Test Drive requests increased by 1,605% than the average monthly requests. Toyota Fortuner website visits increased by 12,950% than the average monthly requests. Brochure downloads from website increased by 940% than the average monthly rate.