Toyota Motor Corporation Australia

In early 2017 the Kluger had fallen on hard times: it found itself in the extremely unfamiliar fifth spot in the private market after being number one only two years before. With a four-year-old vehicle, price rise, and only a minor vehicle update, Toyota used the power of storytelling to reposition the Kluger and help convince the modern, affluent family to not only make Kluger their car of choice, but opt for the higher-priced vehicles too. The campaign successfully lifted Kluger back to number one and in doing so delivered one of the most impressive turnaround stories in Toyota’s history.,

Saatchi & Saatchi *Lead Agency

Joe Heath, Planning Director
Alex Speakman, Executive Planning Director and Managing Partner, Melbourne

In early 2017 the Kluger had fallen on hard times: it found itself in the extremely unfamiliar fifth spot in the private market after being number one only two years before. With a four-year-old vehicle, price rise, and only a minor vehicle update, Toyota used the power of storytelling to reposition the Kluger and help convince the modern, affluent family to not only make Kluger their car of choice, but opt for the higher-priced vehicles too. The campaign successfully lifted Kluger back to number one and in doing so delivered one of the most impressive turnaround stories in Toyota’s history.