The launch of the 2014 New Toyota FJ Cruiser Extreme, renowned as a formidable off-road vehicle. But how did we create awareness amongst strong automotive competition whilst inviting our targeted audience to test drive and experience the many wonders of this 4×4?
How do we make FJ Xtreme more extreme? We created a simple device of reversing the test drive process for the first time by bringing the ‘test-drive’ FJ experience to our fun-loving, adrenalin pumping audience whilst in the process inviting test-drives to the showroom. We spotted a perfect opportunity to link our audiences’ love of automotive adventure with the ultimate action avenue, the cinema!
We used the chance to be the first automotive brand in the region to utilise brand new 4DX technology to present our audience with the test drive of their lives. We shot a 30-second standard cinema commercial that used a multitude of first-person POV orientated shots and action-packed driving sequences whilst taking the viewer across desert, rock and water terrains.
The new 4DX technology presented us with the perfect format thereby allowing us to use augmented environmental effects such as seat motion, wind, rain, fog, lighting, and scents supplementing the action sequences in standard video thereby giving our audience the feeling of every bump, splash, and wind right in their seat! The commercial screened at the Fast & the Furious movie, providing perfect appeal for our adrenalin junkie audience!
Project: FJ Extreme – DEFY
Creative Director: Shaun Dean Thomas
Copywriter: Cherry Koshy
Art Director: Jan Stoop
Director: Jac Mulder
Producer: Luke Morris
Production Company: Mudville
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- Date :
Dec . 01 . 2015
- Client :