In order to match huge expectations from the market, it was needed an impactful action to introduce the new Hilux to the market, specially among current owners and fans, who are the most engaged of the industry.

The idea was to showcase the new model considering consumer context, passing on the feeling of ownership of the new Hilux. To do so, we requested owners to sent pictures of their current Hilux via Facebook comment and replaced it by the new model.

As in this way, not only did we present new Hilux, but we highlighted its new design so that fans could compared “before-and-after” pictures to clearly notice the long-awaited design improvements. For the first time, a car launch was presented to their fans through a 1-to-1 interaction on a Facebook post without any filter or moderation, an action that only a brand with such loyal fans could undertake.

• Implementation

It was created a task force that put together all creative team to developed personalized images in real-time on demand. Gathered in a war room, a dedicated staff interacted with consumers, provided real-time feedback, optimized ads and analyzed repercussion all at once during two days.

• Timeline

Campaign occurred from 18 to 19 of November. On the following weeks, all content generated was divulged on the fanpage through galleries and video case.

• Scale

All interactions were made on an ad-hoc basis on demand, given the high degree of personalization required.

With a single Facebook post we reached:

10.061.618 people impacted

368.426 interactions

4.500 photos received and more than 200 recreated

16.881 deal proposals generated

Sales doubled for two months (November and December 2015)