Rolling out across Europe, the ‘Because’ platform comprises four individual campaigns to promote all four of Toyota’s leading SUV models, including the Land Cruiser, the Hilux, as well as its Hybrid SUVs C-HR and RAV4.
The targeted communications platform plays on personal and real-world barriers that stop people living their lives to the full, and making the most of every experience.
Each campaign draws on insights about individual consumers’ interests, hobbies and lifestyles to target them with a personalised ‘Because X’ message that will resonate – demonstrating how the SUV model would fit perfectly into their lives. To ensure the campaign films felt bespoke to its audience, each one was directed by a different director. The campaign was executed across TV, social and digital channels. Each digital layer targeted viewers through inspiration, product features, or conversion to purchase
work revved up for CHI & Partners and adapted for European markets