The ‘More Unbreakable Than Ever’ campaign celebrates the legendary unbreakable HiLux by dramatising what it goes through to maintain its iconic status.
Mike Spirkovski, Saatchi & Saatchi Sydney Executive Creative Director said "Australia has some of the toughest driving conditions in the world and the fact that we test the Toyota Hilux right here in our own backyard says a lot about its ‘unbreakable’ stature. I also think there’s nothing like a good product demonstration to help show that the all new Hilux can take just about anything Aussie life throws at it."
The multi-channel campaign leverages all key touchpoints including television, social media, CRM, outdoor, digital and of course key sponsorship integration.
Katie Thompson, Toyota Corporate Manager, Brand Management & Communications: “HiLux is one of our most important models in the Australian market, playing a fundamental role in our heritage and connection with our Australian customers.
With extensive local development, the new-generation HiLux is the toughest, most comfortable HiLux ever, so it was an exciting opportunity to challenge Saatchi & Saatchi to communicate the advanced features in an entertaining way. Using the tongue-in-cheek humour that we’ve come to expect of HiLux, the new campaign does just that.”