Toyota Land Cruiser unveils an epic journey to celebrate 60 years via Saatchi & Saatchi Auckland
To celebrate 60 years of Land Cruiser Toyota is launching the new FJ Cruiser in NZ. To do this they are taking the truck on an epic journey, from the top of New Zealand, to the bottom…off road. The driver mad enough for the challenge? Marc Ellis.
The idea named ‘Top to Bottom…Off road’ launched yesterday on Breakfast TV and rolls outs across on and off line media this week. Ellis and the adventure team will set off from Cape Reinga, down 90-mile beach, on their way to Bluff on February 21st.
New Zealand will be able to watch and participate live with the journeyacross key social media platforms and on toptobottom.co.nz. The ideawill be supported by local press, PR and Dealership POS.
Says GM of Marketing, Neeraj Lala: “In many ways, this trip reflectsthe Kiwi spirit of giving things a go. Toyota believes ‘if you dreamit, you can do it’, and we’d like New Zealanders the length of thecountry to help us make the dream a reality.”
Ellis has been challenged to only use back country roads, farm trailsand tracks. If he has to go on tar seal he has to earn credits byovercoming some on the go challenges voted on by the online community.
The vehicle will roughly head south on the North Island’s western sideas far as Taranaki, traverse the island to Hawke’s Bay, and on to theSouth Island via Wellington. From Picton, the FJ Cruiser will gothrough the centre of the South Island high country and the heart ofOtago.
Says Saatchi & Saatchi group account director Mark Cochrane: “Weexpect to take 16 days of driving to reach the southern tip via sevenpublic checkpoints, but who knows what will happen? That’s whats funand engaging about live ideas like this and why we genuinely want kiwisto help”.
On the hub people will be able to help Marc prepare for the trip,hopefully share secret tracks in their area, and help the team in anyway. If they do, they go in the draw to win a perfectly restoredoriginal FJ40.
Adds Lala: “The development of this idea has been a truly collaborativeprocess with all agencies and Toyota working together to pull thischallenge off. We are really excited to share this journey with NewZealand and can’t wait to get the trip under way”.
Communications Agency: Saatchi & Saatchi, Auckland
Content production: Leftfield productions
Hub Production: Aim Proximity, Wellington
PR: Wright Communications
Media: Starcom
Broadcast partners: TVNZ & TRN
5 Comments
Boring
Laaaaaaaaaaaaaaaaaaaaazy
nice guys,
Whatever, haters. I reckon it’s a pretty choice idea.
hey mark if you want a real challenge and great advertising we got a secret track for yas, come to whangape south of ahipara.this is no hoax or a joke contact lynda carson of manukau city toyota in auckland and she can tell you!