Toyota Hilux turns 50, celebrates with everyday legends in new campaign from FCB Joburg

9 August, 2019 - 08:02

Toyota Hilux celebrates 50 years in South Africa this year with the launch of a new limited-edition model, the Hilux Legend 50. FCB Joburg brought this campaign to life, celebrating the role everyday legends have played in its success.

Incorporating numerous elements including cinema, television, radio, out-of-home, print, digital media, social media and point-of-sale, brochures and launches for dealers, the campaign was conceived by FCB Joburgs team of Creative Director Tian Van Den Heever, Art Director Jonathan Wolberg, Copywriter Paul Frade and Digital Content Lead Lucy Holford-Walker.

According to one of Toyota South Africas advertising managers, Lensha Dlamini, the key objectives of the campaign addressed increasing sales for Hilux and enhancing the Hilux premium feel. Creating value for customers and assisting in volume retention was also key, as well as generating excitement around the brand, while retaining appeal to Toyota Hilux customers.

The longest active model range in South Africa, thats 50 years and 47 of them as market leader with over one million units sold to date, Toyota South Africa Motors first created a bespoke limited-edition model aptly named Legend 35 in 2004 as a tribute to its success and rich heritage, she said.

This was followed by the Legend 40 and Legend 45 in 2009 and 2014 respectively. With the calendar rolling over to 2019, the time for a new Legend arrived, to celebrate 50 years of local Hilux.

But we wanted the new limited-edition model to do more than that. It has to work hard for us to drive purchase consideration, maintain high Hilux sales volumes and further entrench the Legend sub-brand by driving awareness of the Hilux Legend 50 vehicle, said Dlamini.

For the agency, it was vital that the campaign did not get stuck in the quagmire of nostalgia and showcase bygone generations; it wanted to focus on what makes the Toyota Hilux itself a legend.

For us, the legendary toughness of Hilux lives in the hands-on experiences of those who drive it -- people who do, said Executive Business Director, Reagen Kok.

Toyota has always built incredibly tough bakkies, but theyve become legendary bakkies because of what people have done with them. At a key milestone in the legacy of Hilux, it only seemed appropriate to acknowledge the driver as part of this vehicles legendary success.

This sentiment is expressed not only in the campaigns pay-off line - The Hilux wasnt born a legend; it was made one by you - but it also features across TVC and the cinema 40-second and 30-second executions, and filters through to all mediums.

For example, radio: If after herding cattle all day you still herd the kids to the bath (Legend!)/If you do the ice run in the middle of a braai (What a legend!)/If the only thing hard about the job is your hat (You Legend!)/If your Hiluxs second coat of paint is mud (Legend! Legend!)

Importantly, Legend 50 is an opportunity to include the driver in the legendary success of Toyota Hilux.

Aspirational as ever, we dont just want people to think, Thats a nice bakkie -- I want it. We want them to feel proud and confident. We want them to connect with our comms, evoking the feeling that: Thats my bakkie. Its a Legend for what it is capable of doing and Im part of that Legend of doing too! added Van den Heever.

The TVC was shot by Star Films over two days in Johannesburg. You can view the ads here: https://youtu.be/zsOcxT5wXQw

https://youtu.be/4hcURNZS2mk

Credits:

Client: Toyota SA

Brand: Hilux Legend 50

Vice President - Marketing: Glenn Crompton

General Manager - Marketing: Lettie Labuschagne

Senior Manager - Advertising & Digital Marketing: Tasneem Lorgat

General Manager - Advertising: Lensha Dlamini

Creative Agency: FCB Joburg

Executive Business Director: Reagen Kok

Account Lead: Taryn Marais

Account Director and Project Manager: Christine Lubbe

Executive Creative Director: Brett Morris

Creative Director: Tian van den Heever

Strategic Planner: Stuart Sims

Media Planners: Gwen Bezuidenhout, Thulani Nombewu and Langelihle Sithole

Art Director: Jonathan Wolberg

Copywriter: Paul Frade

Digital Content Lead: Lucy Holford-Walker

TV Production: Nakita Bolus

Production Companies: Star Films

Director: PH 2.0 - Jonathan Parkinson & Matsepo Maja

Production House Producer: Vanessa Borthwick

Language/s: English and Afrikaans

Post Production Facility: Offline (Strange Love), Online (Ludus Michale Naidoo) Post house Fuel

Editor: Xander Vander

Sound Engineer: Sean Williams

Music Publisher: Higher Fight

Music Producer/Composer: Garth Barens

Audio Facility: Sterling Sound

Voice Over/s: Mbeu Kambuwa English and Anton Schmidt Afrikaans

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