Launching the first Compact SUV into the Australian market for Toyota
Toyota's organising idea, 'Oh, What A Feeling!', captures the pride and joy of driving a high quality and highly versatile vehicle. We decided to harness this feeling for the launch of the RAV4, the market's first Compact SUV.
We wanted our target to get a real sense of the positive, exuberant and energised feeling that stems from doing things for the sheer enjoyment of the moment. We identified a role for RAV4 as the brand that celebrated spontaneity; that encouraged the audience to grab recreational opportunities where and when they could, and live in the moment.