Effies
Australia
Anything Goes: How returning to RAV4’s roots led to record sales
Agency
BWM Dentsu
Client
Toyota
Awards
Silver
Other Consumer Goods
Summary
When Toyota RAV4 launched in 1994, it was a disruptive challenger, pioneering the Compact SUV Segment. Twenty years on, it had become a victim of its success, market share was in decline and the segment was facing stagnation. This is the story of a remarkable turnaround via a bold strategy which reconnected a brand with its roots to attract an entire new generation of drivers. In a segment that declined by 18% YOY during the campaign, RAV4 grew private sales, broke its sales record in June, grew market share 33% after 5 years of decline, and delivered ROI of 88%.
Case study
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Credits
| Executive Planning Director | Karl Bates | ||||||||
| Planner | Jack Spicer | ||||||||
| Executive Creative Director | Asheen Naidu | ||||||||
| Senior Account Director | Andrew Henderson | ||||||||
| CEO | Andrew Black | Oddfellows Dentsu | |||||||
| Marketing Manager | Hannah Roy | Toyota | |||||||
| Chief Marketing Officer | Brad Cramb | Toyota | |||||||
| Corporate Manager, Brand Management and Communications | Katie Thompson | Toyota |