Land cruiser stands for Toyota's reputation: reliability, durability and quality for 50 years. Ultimately the new Landcruiser is trendy, handy and offers a lot of equipment facilities.Creative strategy: promote old as opposed to new, legendary as opposed to revolutionary. Revive the legend with a special newspaper – with two covers: The front page in the style of 1951 with the legendary first Landcruiser, the last page with a new model in today's layout . Part of it was the history of the Landcruiser (on a poster). Response card attached.

Media: newspaper supplement, mailings to clients/prospects, POS.

Print ads/posters of same style.

Target groups:Supplement: 72,400 subscribers of newspapers.Mailings: 15,200 to customers of Toyota LC.Point of sale: 20,000 issues.Period: April/May and september/October, Two waves.

Results:Direct reponse mailings: 12% (1,826) request for information material, among them 36 % request for test drives, Response quota supplements: 0,2% percent (144).Sold LandCruisers: 1,141 (9% percent more than expected).Expenses Media: €315,000, supplement/mail: €13,000 CPR: €7.12. Cost per unit sold: €166.