The Brief

Acquisition of Land Cruiser Prado’s authenticity.

Strategy

All along Prado Land Cruiser entry model was not recognized as part of the Land Cruiser series, as many were not sure of the ability of the vehicle.

To explore the situation, we collaborated with a ski resort for our demonstration. To show how powerful the Land Cruiser is, we got the people to actually ride the Land Cruiser to take them all the way to the hilltop instead of using the lift up the slope.

The Results

The event was wildly spread and was featured in many media coverage.

It appeals that Land Cruiser Prado is able to perform in both bad road and off road situation. That showed it was as good as Land Cruiser, it lead to a sales that was over the sales target.

The promotion took place in a skiing slope for 2 days. And it ran how it was planed.

The event was wildly spread and was featured in many media coverage.

It appeals that Land Cruiser Prado is able to perform in both bad road and off road situation. That showed it was as good as Land Cruiser, it lead to a sales that was over the sales target.