The objective was to defend Toyota’s number 1 status in Country Australia (otherwise known as Outback Australia) and boost sales across the entire Toyota 4WD range. Our idea was to remind Country Australian blokes that Toyota 4WDs are the only 4WDs as tough as they are. To do so we built on an existing rivalry in local Australian culture. Country Australia is tough land and so are its inhabitants. In fact they think all city people and their possessions are ‘soft’ (weak and namby-pamby). So we created a new tough partner, ‘Country Australia Border Security’, a task force of local country blokes to defend their border from ‘soft’ city stuff. Then we built a border post and equipped them with Toyota 4WDs, the only vehicles tough enough to get the job done. Our propaganda campaign was designed to intimidate and interrogate city people, while giving country folk a champion.

We established Country Australia Border Security and equipped them with their official vehicles, Toyota 4WDs. Then we built a border post between the tough country Australians and their ‘soft’ city cousins. Official warnings signs on country roads and declaration forms greeted all those entering the country. At the same time a documented film of the frontline action appeared on regional TV stations and online. This was then supported by magazine/press/poster campaigns and an interactive website. We also performed random soft checks on vehicles and locally distributed our bulletin to local Country consumers.

The ‘Country Australia Border Security’ promotional idea was so well received by local country consumers that it resulted in an overwhelming response, with sales of new Toyota 4WDs surpassing all targets for the promotional period.

Best 4WD sales month in Toyota Australia’s history.

Toyota Prado sold out, with 2 month waiting list.

Best sales month for Toyota HiLux in years.

Successfully defended Toyota’s number 1 status in Country Australia.

And all this after years of drought and during tough economic times.