News - Advertising
Al-Futtaim Toyota and Memac Ogilvy roll out the red carpets to welcome back the all-new Crown
by ArabAd's staff
July 10, 2023
After two long decades, the iconic Toyota Crown, one of the brand's legendary nameplates, has landed in the UAE. So it's no surprise that this long-awaited return has caught the attention of the nation's primary road, Sheikh Zayed Rd.
The highway has gone all out to give a warm welcome, prepping the roadway and rolling out the red carpet –lierally- for the great comeback and the grand entrance of the all-new Crown.
To make some noise around the launch, Al-Futtaim Toyota, in collaboration with Memac Ogilvy, has pulled off a spot on PR stunt, leveraging a unique element of UAE roads—the red road markings,--creatively playing with their meaning, linking them to the identity of the Toyota Crown. And the result is quite arresting - to say the least, pun unintended!
This ambient stunt didn’t go unnoticed and has captured the attention of drivers on Sheikh Zayed Road, all while maintaining the car's timeless classic's all-new futuristic appearance hidden--A definite clever way to build some buzz and drive some excitement around the arrival of the new Crown after such a long absence.
CREDITS
Ogilvy:
Till Hohmann- Chief Creative Director
Karla Bekhazi - Creative Director
Stephanie Arzrouni - Senior Art Director
Leomerish Leyco - Art Director
Diego Fernandez-Cid - Copywriter
Andre Souza- Senior Visualizer
Kevin Kurian - Group Account Director
Alaa Nour - Account Director
Karl ElHitti - Head of social
Haya Dajani - Account Manager
Toyota Al-Futtaim
Hajar Al Suwaidi - Marketing Manager
Assaad Chehade - Senior Marketing Manager
Saad Abdullah - General Manager Marketing