TOYOTA Hilux - The Multi-purpose Pick-up truck

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The brief

TOYOTA wants to create a creative social seeding campaign on digital platforms for TOYOTA Hilux:

- Raise attention & word of mouth from customers

- Maximize online engagement

The background

TOYOTA Hilux is a mid-range price pick-up truck.

In this mid-range price segment, target customers tend to choose Ford's Ranger, as Ford Ranger is outperformed its competitors in all aspects: technology, design, engine,... However, the supply of Ford Ranger in Vietnam is limited, so the remaining opportunities are divided equally for the market. The model which appear the most and is remembered by consumers will have a chance to occupy a larger market share.

The insight

Men from 27 to 45 years old in big cities buy pick-ups because of its versatility. Pick-ups can go in the city or go hiking in the mountains, can carry family or go to work,...

In short, pick-ups are for resourceful men who can take on many roles. A friend, a dad, a husband, a creative, a man with his own passion - all roles can be fulfilled with the help of TOYOTA Hilux.

The idea

The multi-purpose pick-up

TOYOTA Hilux can be the pick-up truck of all purposes, therefore it can appear everywhere to raise customers' attention:

- In a men-to-men hiking trip;

- In a daddy-daughter playing together moment;

- In a family picnic - a creative pool at their home garden;

- In a solo off-road trip;

- In a wedding photoshoot;

- Even in dust-drawing memes!

The final work

TOYOTA Hilux in a men-to-men hiking trip