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Wilderness Therapy

Toyota

Issue 43 | June 2017

Background

The challenge was to speak to a broad audience of existing Toyota 4Runner owners, handraisers who had expressed interest in the vehicle, and the adventurous at heart who hold a deep affinity and respect for the wild, as well as an itch to explore it.

THE MARKET PROBLEM/OPPORTUNITY

RAPP was tasked with developing an experiential campaign to support Toyota 4Runner during the second half of 2016. But with no changes to 4Runner and a competitive SUV market full of significant model refreshes across competitor brands, the challenge was to reinforce the 4Runner's unrivaled position as the last true off-roading mid-sized SUV.

THE OBJECTIVE

Toyota needed to reach an annual sales goal of 110K and increase market share to 5.3%.

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