Toyota: Hilux – You’ll be fine

Toyota made savvy media choices to increase awareness and drive consideration of its Hilux model in the UK.

Campaign details

Brand: Toyota HiluxBrand owner: ToyotaAgency: m/SIXCountry: United KingdomIndustries: Vans, Trucks, RVsMedia channels: Online display, Outdoor, out-of-home, Radio & audioBudget: 500k - 1 million

Executive summary

Back in 2003, Clarkson and his sidekicks gave the Toyota Hilux an absolute kicking: they crashed it, drowned it in the Channel, set it on fire and finally placed it on top of a 23-storey building, which was then demolished. Surprisingly, the Toyota Hilux rose from the ashes, was restarted and hailed as invincible – the toughest ever pickup truck.

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