AUKLAND, Today: Off the back of a successful campaign launch that has placed Toyota Hilux “firmly in the centre of the national Ute conversation”, Toyota & Starcom have extended the comms strategy into the popular vernacular of Radio Hauraki.
Partnering with breakfast hosts Matt Heath & Jeremy Wells, the one-liner moments of the Saatchi-produced video are brought to life across the various platforms of the Radio Hauraki pair.
A fully accessorised Toyota Hilux from the new campaign shoot has been given to Matt Heath to drive over summer.
Hauraki & The Alternative Commentary Collective content director Mike Lane said: “But you don’t get much for free these days.
“Matt Heath – you great Kiwi – Toyota would like to give you a Hilux to drive. One iconic truck for one iconic New Zealander.”
“One extra touch was needed – the personalised number plate LESSLI. This brokered a natural bridge between Toyota Hilux and Radio Hauraki, adding to a story that has formed much of the radio show’s 2020 content.
“Matt and Jeremy’s one liners have fast become part of the Kiwi vernacular so this partnership with Toyota Hilux is perfect, although it maybe a little hostile now given the fact the controversial number plate LESSLI was added to the truck.
“Matt has denied that’s his birth name for 18 months now. But no one is buying it – including Toyota.”
Starcome business director Toby Yonge said, “The embracement of New Zealand chat that has made Kiwis famous around the world has Hilux all over it. We couldn’t be happier with how Radio Hauraki have taken this brief and stamped their mark on what is and always a great New Zealand Ute.”
- View the video below
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