Challenge: Launch an all-new Toyota truck in loud, aggressive category known for its amped up bravado.
Insight: Modern strength is more about insight and adaptability than a charade of brute force
Approach: Make Tundra the enlightened choice in truck by evolving what strength can mean
Result: Tundra's New Definition of Grit gave Tundra valuable white space that resonated with our progressive Truck audience - driving opinion, perception and sales volume.
More assets to follow
Impact from this campaign has been successful to say the least - in the first six months:
Brand Strength
- Opinion: Up +5pts same period last year
- Consideration: Up +13
- Retail Sales: Up +59%
- Fits my values: +34% vs Ford F-Series
- Is for someone like me +6 vs 2021
- Fits my lifestyle +14% vs 2021
- Makes a statement about who I am + 7
Product Perception
- Advanced performance tech + 8
- Fun to drive +11
- Long lasting +5
- A genuine workhorse +4
