FJ Cruiser Launch

To launch the wildly anticipated FJ Cruiser, Toyota needed to turn skeptical hardcore off-road enthusiasts into disciples. So, we created a 45-minute documentary which aired on Speed Channel, to prove beyond a shadow of a doubt the new FJ was the real deal, and not another grocery hauler dressed up as an SUV. In addition, we crafted a collectible FJ print series breaking down everything a gearhead would ever want to know.

Branded Films _ One of the most exciting pieces of communication we developed for the Toyota FJ Cruiser were two 45-minute documentaries chronicling a David & Goliath tale of off-road racing legend Rod Millen, and novice Kevin Necessary racing in Mexico’s infamous Baja 1000 desert race and the grueling Taupo 1000 of New Zealand. The two films aired on the speed channel and sparked a New York Times article.

Print Launch _ The campaign kicked off with 12 technical engineering documents addressing specific features and specifications relevant to off-road capability and performance. Every print piece was perforated and three-hole punched for enthusiasts to remove and collect. Many publications reported readers had contacted them requesting copies of the ads.

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FJ Magazine _ In place of a traditional “car” brochure an FJ magazine was created. Each issue contained a variety articles ranging from historical stories and trail rides to the latest FJ racing efforts plus third party ads and info for FJ aftermarket products.

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Trail Tracker _ Ahead of its time, the Trail Tracker site gave off-road and outdoor enthusiasts an interactive user-generated trail guide where they could commune, share trips, photos and general information. Drivers created profiles, then shared visual interactive trips by uploading GPS data and images.

FJ Cruiser Launch

Client _ Toyota Motor Sales, USA.

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