We started a big advertising campaign launching the new Landcruiser V8 in Special Interest magazines. We looked for attributes that would help us bring the Landcruiser’s character to life. So we went off-road.The Landcruiser is the father of all off road vehicles. It is versatile, tough and reliable, no matter what. In the past it has been described as the toughest car ever. So in the adverts, we placed the car in an environments that one would not think are normally accesible by car.Small slides showing a Toyota Landcruiser were stuck on the lenses of public pay telescopes so that anyone looking through the telescope would see not only the mountains but also the Toyota that had climbed them.

As it was an accompanying activity, the end results are very hard to measure. But the Landcruiser campaign was certainly a success. We know this, because one Toyota dealer got a phone call by an interested customer mentioning the telescope, the customer then actually turned into a buyer.