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Toyota
Tundra Endeavour

RAN IN: United States

CLIENT
Toyota Motor Sales

Ed Laukes - VP, Mktg. Comm. & Motorsports
Russ Koble - Advt. & Planning Manager
Bob Zeinstra - National Advt. Manager

AGENCY
Saatchi & Saatchi LA *Lead Agency

Danielle Betras - Sr. Strategic Planner
Erich Funke - Creative Director
Tom Holtz - Account Executive
Chris Nicholls - Assoc. Media Director
Don Rohn - Strategic Planning Director
Steven Sluk - Group Acct. Director
Verner Soler - Assoc. Creative Director


Toyota PR


GolinHarris


SUMMARY

Capability is king in the highly competitive full-size pickup market. Its not good enough to say youre capable; you have to prove it. On October 12th, 2012, in a live product demonstration with the world watching, Toyota Tundra towed the Space Shuttle Endeavour across the I-405 overpass to help deliver the icon to the California Science Center and became part of history in the process. In the month following the tow, year-over-year sales increased by 32% without major product changes, and the broadcast campaign drove 24% higher memorability versus competitors.

CASE STUDY

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CASE VIDEO


Hero Medium: Live Product Demo

Medium Featured On Video: Interactive,PR,Social Networking Applications

Audience: Boomers (45+),Families,Fathers,Men,Mothers,Teens (13-20),Women,Young Men (20-35),Young Women (20-35)

Objectives: Build, defend brand position

Type: Business-to-Consumer

Classification: Local,Regional,National

Language: English