In 2023, we were tasked in elevating the HiLux brand's appeal and build excitement for the launch of the first-ever HiLux GR Sport. Continuing the "Unbreakable Connection" platform, the objective was to leverage pride in the unbreakable bond between vehicle and owner. The aim was to create a culturally impactful campaign that maintains brand salience and strengthens this unique bond with our audience. This was achieved through real, relevant storytelling that positions the HiLux at the heart of people's lives.

The film tells the story of a couple navigating separation and shared custody. After all, divorce is complicated - especially when there’s a child involved. In this case, that child is a beloved Toyota HiLux. Our comedic film leans into all the classic tropes of two parents and a child of divorce. Elation, jealousy, loneliness. But in the end, the HiLux becomes the (literal) vehicle that brings them back together. Unbreakable Connection indeed.

Over the 6 months on air, the HiLux campaign has demonstrated remarkable results across various key performance indicators.

During the campaign period, HiLux experienced a surge in consumer interest, with enquiries increasing by 50,000 compared to the previous 6-month period. This heightened engagement translated into an impressive average market share of 19%.

The campaign also struck a chord with the audience, as evidenced by strong likeability and desirability scores. The likeability score reached a high of 48%, significantly outperforming the 37% benchmark . Similarly, the desirability score peaked at 41%, substantially higher than the 30% benchmark . These scores suggest that the campaign has not only garnered attention but also elicited positive emotions and a strong desire for the brand among consumers.

These findings demonstrate that the campaign has been highly effective in promoting the HiLux brand and engaging the target audience, ultimately contributing to the brand's growth and success.