Toyota SA has launched its new addition to the Etios range, the Etios Cross, with a 360° campaign spearheaded by a television commercial featuring South Africa’s BMX Racing Champion and two-time Olympian, Sifiso Nhlapo.
Pitting Nhlapo and his bike against the Etios Cross, the commercial deftly crushes the critical misconceptions South Africans have about needing an SUV to enjoy an active lifestyle.
This is because the rugged hatchback – while kitted out for the adventurous with 15-inch alloy wheels, roof rails and roof spoiler plus rear and front bumpers as well as grille – also ticks all the style and value-for-money boxes, making it the side-kick of choice for the savvy urban adventurer.
Coming in at just R159 800, including service plan, it’s also the ideal contender to take on other popular brands in its category, and enhance the Etios range’s appeal in the important younger male target market. So ideal, in fact, it actually sold out before the TVC broke on January 12.
FCB Joburg was briefed by Toyota SA to ensure the Etios Cross lives within the realm of ‘here to make you smile’, the overall driving philosophy for the Etios range. In addition, the campaign was to convey carefree optimism to align it with the Toyota brand, and take on a more masculine approach in look and feel so as to function as an image leader for a styling halo across the Etios portfolio.
The creative direction, which positions the Etios Cross with the tagline ‘Smiles Ahead’, highlights how urban adventure is within the grasp of those whose budgets are limited.
“Urban adventure is all about being able to throw your bikes on the roof and go for a cycle in the park with your friends,” said FCB Creative Director, Tian Van den Heever, explaining the rationale for the vehicle’s positioning.
“It’s being able to tie your fishing rod to the roof and head down to the local dam for an afternoon with the guys. It’s having a sportier looking vehicle to make sure you look good while you’re on your way. And, importantly, it’s knowing that you don’t need the top of the range 4×4 to live an active lifestyle.
“In a nutshell, the campaign shows you can now achieve this lifestyle at an unbeatable price; the Etios Cross will make you smile more broadly than ever before.”
The TVC was shot in and around Johannesburg by production house, Bioscope. In addition to the TVC, the campaign includes cinema, digital (ads and online brochure as well as behind-the-scenes), print, outdoor and dealer press ads as well as point-of-sale.
Agency: FCB Joburg
Executive Business Manager: Mike Di Terlizzi
Account Director: Jacqui Teixeira
Chief Executive Creative Officer: Brett Morris
Creative Director: Tian Van den Heever
Copywriter: Gila Shapiro and Melusi Mhlungu
Art Director: Alex Christodoulou and Monde Siphamla
Strategic Planner: Ashleigh Albertyn
TV production: Barbara Clarke
Production house: Bioscope
Director: Hylton Tannenbaum
Producer: Daniel Kaplan
Draftfcb South Africa – Brett Morris (011) 566-6000
Draftfcb Johannesburg – Alistair Mokoena (011) 566-6000
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Hellocomputer – David Moffatt (021) 404-0300
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FCB South Africa has a reputation for building South Africa’s favourite brands. That’s probably because we consistently produce South Africa’s favourite campaigns. Founded on ideas that truly connect with real South Africans. Ideas that solve business challenges. Ideas that win awards. Ideas that make a difference to our community, our country and our planet. Ideas that matter.
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