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Toyota
Tundra Endeavour

RAN IN: United States

CLIENT
Toyota Motor Sales

Ed Laukes Laukes - VP, Mktg. Comm. & Motorsports
Kimberley Gardiner - National Digital Mktg. & Social Media Manager
Russ Koble - Advt. & Planning Director

AGENCY
Saatchi & Saatchi LA *Lead Agency

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


Toyota PR


GolinHarris


SUMMARY

The Toyota Tundra had one chance to be part of history. Live. With the world watching. Tundra took on the ultimate challenge as it transported the dreams and pride of generations of Americans in the ultimate product demonstration. On October 12th, 2012, Tundra towed the Space Shuttle Endeavour across the I-405 overpass, helping to deliver the shuttle to its new at the California Science Center - and became part of history. In the month following the tow, Tundra year-over-year sales grew by 32%, despite no major product changes.

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