It features five short ads directed by Adrian De Sa Garces from Egg Films, with post-production by Left Post Production and audio by Audio Milita.
"Positioned as your companion for an ‘adventurous lifestyle every day’, the RAV4 targets males and females between the ages of 35 and 49 in the eight to 10 LSM brackets. We briefed the agency to launch the new generation RAV4, and use the launch to gain new market share," says Toyota South Africa senior manager: advertising and digital marketing, Tasneem Lorgat.
"It was vital to Toyota South Africa’s marketing team that the campaign showcased several of its features — new design, new technology and enhanced usability," adds van den Heever.
The agency responded with ‘Expect Incredible’, a campaign spanning television, cinema, out of home, print, digital and social platforms.
"Rather than doing one big brand ad, we decided to do five shorter ads that speak to the specific specs of the new generation RAV4," Van den Heever says.
Van den Heever adds, "We didn’t want to be too geeky, or the ads to feature so much spec-speak they appealed only to the petrol heads. And so we found an irreverent way to use the RAV4’s distinct new look and features as a catalyst for comedic transformations that entertain and inform the South African public. How? By leveraging well-known South African celebrities and sportsmen to appeal to the whole of the RAV4 market."
"Additionally, our five spots allowed us to use contextual targeting based on who was featured. On YouTube, if you're watching sports highlights, you get served the Oupa Mohoje spot. More interested in motorsport? Then we’ve got the perfect Giniel de Villiers execution waiting. It’s working really well," he says.
The team also created an interactive Instagram brochure
, which launched a month after the campaign launched mid-March.
The five ads are:
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