toyota Hilux
The Hilux is known as a virtually indestructible, almost unstoppable workhorse in the South African utility vehicle and 4x4 market. The launch of the new Hilux range (P960) presented the challenge of communicating a variety of new intrinsic features in a clear but surprising way, particularly important given that the category tends to be literal and bland. We chose to highlight the key improvements with a simple, engaging and category-bending print campaign. The relaunch campaign was noted as one of the most effective on record.
(CD/Art Director: Mark Bolton)
(More powerful 2700i motor.)
(Strengthened, reinforced loadbox.)
(All models now with power steering.)
(Enhanced vehicle security.)
(Improved safety, crumple zones, collapsible steering column.)
(New raised body 4 x 2.)
This spot supported the print work, dramatising a “duel” between the new Hilux (driven by the world famous supermodel Josie Borain) and a military armoured vehicle, notorious in South Africa, called a Ratel. (Ratel is the Afrikaans word for a honey badger, an animal renowned for its fierce tenacity and fighting spirit.)
Sony PlayStation “Bomber Boy”
PlayStation lets gamers live the life of a hero and step into anyone’s shoes. Fuelling their imagination, it offers hours of adventure and endless excitement. This limited edition poster captured this simple notion, and became highly desirable for fans of the brand everywhere. There’s nothing like making work people want to hang on their walls.
(Art Director: Mike Fleschel)
Carfind.
The used car category is notorious for not investing in brand, and for being unfocused, cluttered and brash. We recognised that standing out would require simple, visually striking work with a single minded promise; that carfind.co.za has so many different cars in their online stock list that you’ll surely find the one you want, whatever it is. The line “Imagine if the car you wanted came looking for you.” highlighted the unique feature that a sales consultant would contact prospective buyers, rather than the buyer having to make the first contact. The outdoor campaign was supported on radio and achieved unprecedented results, not only earning a marked increase in website visits but also a conversion rate of over 50%.
(Art Director: Michael Fleshel.)
(Illustrator: Nicky Edwards.)
A BRAND BUILT FROM THE GROUND UP.
There’s nothing quite as juicy as starting from scratch. This launch project included the whole bang shoot, from strategy, positioning and creative platform to advertising across print, tv, radio and out of home to on- and off-premise activation and trade promotion, and just about everything in between.
(Art Direction: Ryan Pye | Copywriter: Steven Leach Photography: Michael Doran)
