Ask

Toyota asked Saatchi to launch the all-new 2024 Land Cruiser — a sophisticated and capable SUV that serves as the backbone for Toyota trucks.

Rather than creating a traditional integrated campaign, we were challenged to pitch multiple executions that would attract new Land Cruiser buyers while also appealing to the rugged SUV buyer who already knows and loves the LC.

Business Challenge

Historically, the Land Cruiser was known for a consistently high and unattainable price point, limited availability, and a somewhat unclear brand positioning. As a result, its legacy had been overshadowed and forgotten.

While enthusiasts held the vehicle in high regard, those outside these circles had, at best, a hazy recollection of this legendary SUV, and at worst, were completely unaware of its existence.

Research Approach

In order to understand the adjacent communities that Land Cruiser might appeal to, we paired our traditional focus groups, in-home ethnographies, and desk research with a taste maker panel research project. For our panel we invited cultural tastemakers including a prominent writer for Eater LA, a designer and member of Architectural Digests Top 100 list of 2022, an author who’s known for his writing on coastal culture, and more.

With this group we hosted a 90-minute panel interview where we talked about the current shifts in the spaces and culture that Land Cruiser could occupy, and how Land Cruiser would fit into their worlds.

The research hit on themes like the future of ‘premium’ products, the role of heritage and authenticity, exploring new connections & a new age of partnerships, and the post demographic future. We then used these themes to root our strategy in the aspects of culture that we wanted tap into, and used it as our North Star in relating to a new younger audience of adventurers.

Strategy

To cater to both our dedicated Land Cruiser enthusiasts and appeal to adventure seekers unfamiliar with the brand, we aimed to position the Land Cruiser as a trusted product with a proven record of longevity and capability.

In our research, we recognized the significance of the Land Cruiser's heritage and international prowess as pillars of the brand. Simultaneously, we acknowledged the evolving landscape of ownership in contemporary culture.

The act of owning or purchasing has undergone a significant shift, with many embracing cheap, curated, and mass-produced products that are discarded or traded in as soon as they fail, rip, or break. We understood the tension between our brand and this prevailing cultural norm.

We took this tension between our brand and culture to position Land Cruiser as the vehicle that represents an old kind of new – the kind of durable and soulful design that stands antithetical to today’s 2-day shipping, disposable products, and single-use trinkets.

Creative Solution

To prove to adventures that Land Cruiser had the durable and soulful aura, we demonstrated how the Land Cruiser is capable of bringing anyone back from any location, solidifying its status as the legendary flagship of Toyota trucks and an unparalleled luxury SUV.

We accomplished this by emphasizing the fact that adventurers meticulously plan and strive to stay ahead of things. However, it's the off-script challenges that unveil the beauty of the human condition, prompting us to acknowledge, 'Hey, this is life, and here we go.’

This mentality was captured in our ‘Get Back Challenge’ long form content, and was reinforced through editorial content, and a one of a kind web experience.