Who could know New Zealand’s roads better than Toyota?
When Toyota asked us for a new creative vehicle for their quarterly retail sales activity, they were looking for something enduring that would stand out in a landscape of generic competitive offers. They also wanted something that would reflect a real Kiwi sense of humour.
So we thought, who could possibly know more about New Zealand roads than possums? And our ‘unlikely’ heroes were born.
Meet Dave-O and Steve-O. They reckon they’ve found the perfect little possie – living in a tree directly across from a Toyota dealership. From here they can spy all the latest and greatest Toyota deals and until they come face to face with that big Hilux grill they’re content to just marvel about the world of Toyota.
During their first 24 months they regularly featured, or placed number 1, in Colmar Brunton’s M&AD Top 10. And over the past 5 years have been Toyota NZ’s most endeared and engaged with social posts. They may be one of NZ’s biggest pests, but after 5 years, these two possums have transcended to NZ’s most loved.
After 5 years we thought it deserved a case study.
There aren’t many recognisable and loved Kiwi retail platforms that have run for 5 years. Then again, there isn’t really anyone like Dave-O and Steve-O either.
