AUCKLAND, Today: A four-metre-tall, 3.5-tonne steel headline reading ‘JUST A HILUX HYBRID TOWING A 3.5 TONNE HEADLINE’ has been turning heads across New Zealand.
Susanne Hardy, Assistant Vice President of Toyota New Zealand, says, “Introducing Hybrid to Hilux is the first small step in the Hilux journey to cleaner energy.
“We know that the Hilux Hybrid is as capable, if not more capable than its predecessor. This campaign is about showcasing the grunt and reliability of the Hilux Hybrid that our customers expect from a Hilux. And of course, that it absolutely delivers.”
Designed by Ben Lockwood of Craftshop and engineered by Andrew Turney from Gyro, the headline took two months to build in a west Auckland warehouse.
“I loved this idea the moment I saw it. A mobile billboard isn’t anything new, but a headline that is literally a product demonstration is super surprising.” – Steve Cochran
Using tonnes of steel, 974 bolts, and 6512 spot welds, it’s mounted on a six-metre-long trailer for easy towing and double-sided visibility.
Steve Cochran, Chief Creative Officer at Saatchi & Saatchi New Zealand, says, “I loved this idea the moment I saw it. A mobile billboard isn’t anything new, but a headline that is literally a product demonstration is super surprising. Yes, it’s a little meta, but if the reaction it gets on highways with people winding down windows to take photos is anything to go on, we think it’ll be just as popular as past Hilux campaigns.”
The mobile headline is touring New Zealand, visiting A&P shows, dealerships, and other events with support from The Rock, including behind-the-scenes videos, will appear using #hiluxhybridtour, targeting rural communities.
“This campaign didn’t have the budget for a big traditional awareness campaign, but the brief was to make Hilux Hybrid famous in every New Zealand rural community,” says Cochran. “We’re pretty chuffed that the 3.5 tonne headline is literally on the road to do that.”
CREDITS
Client: Toyota New Zealand Limited
Assistance Vice President – Customer Group, Executive: Susanne Hardy
Manager, Marketing Operations: Jamie How
Associate Manager, Marketing: Katie Craven
Product Marketing Specialist/ Marketing: Phoebe Nicholls
Manager Conversions & Accessories: Clint Beaumont
Saatchi & Saatchi NZ
Creative Agency: Saatchi & Saatchi NZ
Chief Executive Officer: Mark Cochrane
Chief Creative Officer: Steve Cochran
Executive Creative Director: Lee Sunter
Senior Art Director: Cece Chu
Senior Copywriter: Ryan Price
Content Creator: Nelson Rayner
General Manager: Susie Darling
Group Business Director: Kate Gyde
Senior Business Manager: Renee Prasad
Executive Agency Producer: Jane Mill
Gyro Constructivists
Constructivist: Andrew Turney
Toybox
Production Company: Toybox
Director / DOP / Stills: Dan Max
Producer: Nanette Miles
Music: Ghost Riders in the Sky – Performed by Troy Kingi & Tami Neilson
Spark Foundry
Media Agency: Spark Foundry
Managing Director: Nicky Greville
Client Partner: Kelly Rosnell-Shand
Media – Business Directors: Toby Yonge, Stacey Stephenson
Share this Post
