The Great Outdoors – Landcruiser Country showcased some of Australia’s most beautiful and rugged landscapes, and profiled country towns, each with a unique story to tell. Toyota supported these communities by providing financial donations as a way of giving back.

To ensure viewers watched the program, an eight-week teaser campaign ran on Australia’s number one breakfast program - Sunrise.

The program launched on Sunday 23rd September at 5pm winning its timeslot.

Adverts ran across television, print and online to raise awareness of the program and grow a loyal audience. The momentum for the program was sustained with content and talent integration in other major programs on Seven, product placement and promotional spots. Yahoo7 also uploaded the series to Plus7 so consumers could watch it online at their leisure.

At the end of the series, a 60 minute special ran showcasing the best of the series.

The campaign was a huge success.

From a business outcomes perspective, sales of the vehicle exceeded expectation, with a 25% lift in orders over the prior corresponding period in year to date.

From a communications perspective, the television program delivered over 350,000 viewers and was the number-one rating program for its timeslot. $170,000 was donated to 16 communities and townships via Toyota Landcruiser legacy donations during programming.

The client was delighted! They embarked on a journey into the brave new world of content creation and were rewarded with one of the most successful campaigns that Toyota Australia has undertaken!