Situation:

Toyota sought to highlight the new Land Cruiser, emphasizing its return to its original design and formidable overland capabilities.

Brief:

Collaborate with influencers in the travel and adventure niche to organize an expedition in Morocco.

Objectives:

Showcase the new Land Cruiser as an ideal companion for overland journeys.

Inspire audiences with stunning imagery of Morocco's accessible beauty. In mere hours from Europe, one can experience some of the world's most breathtaking landscapes and cultures. Toyota aimed to ignite this adventurous spirit in its audience.

Collaborate with two travel and photography influencers who are adept content creators to embark on a Moroccan adventure with the new car, capturing the essence of an authentic adventure film.

The primary challenge lies in maintaining authenticity. We aimed to blend the influencers' spontaneous vlogging style with careful cinematography, planning, and scouting to create a cohesive narrative.

The involvement of the content creators was pivotal to the creative process. Their input shaped the idea, ensuring it resonated with their personalities and preferences.

Utilizing Brand Watch, we gathered insights on the two content creators, particularly focusing on gender and geographic distribution. Our aim was to engage an audience that's both balanced and relevant to the European market. Given the campaign's European focus, English-speaking influencers with at least 40% of their subscribers and views originating from Europe were prioritized.

Another factor in our decision of who to hire was the Polish market, it's the largest in Europe for the Land Cruiser and Eva, our main influencer is Polish so quite a bit of her base is in this country.

The project's culmination, including the main 10-minute video, 15 cutdowns, 16 print stills, and 32 social media stills, seamlessly integrated with each influencer's social platform, maintaining their individual style while effectively serving as advertising material.

The social campaign will follow, right now Toyota revealed the movie and in June when the main markets start the sale of the Land Cruiser the social campaigns of both Eva and Alex will be triggered.

They will happen on YouTube and Instagram as well as on Toyota's own social platforms.

The scale extends to 28 markets in Europe.

The campaign is ongoing so first results will arrive towards the end of August.