Al-Futtaim Toyota, in partnership with Memac Ogilvy, has launched a disruptive campaign that taps into the desire of drivers who want the off-road experience but are currently driving less adventurous vehicles.
The campaign called "It’s the Land Cruiser in You" was inspired by a simple observation: many cars in the UAE are often parked in unconventional ways. While some might see it as a bad habit, Al-Futtaim Toyota recognized it as a sign of something deeper. These cars belong to drivers with an untapped adventurous spirit—Land Cruiser enthusiasts at heart, stuck in vehicles not built for off-roading.
"This was a subconscious call for the thrill of adventure" or so the marketing and creative team thoughts of those drivers who parked their cars on uneven surfaces; and so, Al-Futtaim Toyota decided to answer their call.
To bring this idea to life, these cars, adventurously parked, were captured in real-time. By showcasing the potential Toyota enthusiasts, the campaign invites these drivers to trade in their current cars for a vehicle that better matches their adventurous spirit—a certified pre-owned Toyota Land Cruiser.
Commenting on the campaign, Saad Abdullah, General Manager of Marketing and Communications for Al-Futtaim Toyota, said, “We’ve all come across those less-than-perfectly parked cars in the UAE, but with ‘It’s the Land Cruiser in You,’ we wanted to address this in a truly unique manner. By using this opportunity to showcase that these drivers might not even realize they’re ready for a Land Cruiser, we’re offering them an opportunity to elevate their driving experience and truly embrace their adventurous side.”
The three visuals that make this print and OOH campaign are real shots of these less-than-perfectly parked cars in the UAE and are sure to strike viewers and trigger their interest with this lighthearted message from Al-Futtaim Toyota.
