Fleet managers, reps and middle management are the 'engine room' of New Zealand business, dominating the medium sized car market. They pride themselves on getting stuff done, day in, day out, closing sales or controlling cost. In a sense, they are the unsung heroes, the battlers, the guys that get on with doing the business. For this audience getting the work/life balance right is a pressure point.

From this insight the idea of a movement to inspire Camry drivers to become the true Executives of Life was born.Our first need was to create sufficient awareness and excitement for the car using PR, reviews and Facebook / Youtube content in the run up to launch.From here we provided stature for the new Camry range at launch using digital, business print, outdoor and trade titles - and maintain this while...we created a doing idea that allows others to share why they think the Camry is for smart operators to generate ongoing content and conversation. Here used the large rental presence of the car to amplify this.