GET BACK CHALLENGE.
SR. BRAND MANAGER | TOYOTA
THE PROJECT.After a 3 year hiatus, the storied Land Cruiser was making its much anticipated return back to North America. We needed some momentous way to welcome it back.
Knowing the product would be reaching an entirely new segment, the intention was to work with talent that could help broaden the product’s messaging. As such, we teamed up with comedian Jimmy O. Yang and award winning actress, Hilary Swank to test their limits (and driving) off the gird.
This became the premise of the ‘Get Back Challenge’: empowered by the Land Cruiser, our talent was tested with getting back to civilization while undertaking obstacles along the way.
THE GOAL.Expand the Land Cruiser brand into a new audience, authentically whilst respecting the culture and the roots from where it came.
THE RESULTS.Land Cruiser was able to achieve a +15% increase in product awareness, and a +7% gain in market share, proving that when a product leads with authentic storytelling, rooted in legacy, it doesn’t just sell nostalgia—rather, it redefines relevance.