New RAV4
Complete Confidence with Hybrid Original
Call
Toyota needed to launch the new RAV4 before the actual car was available on the market. The challenge was to create a full launch campaign without access to the real vehicle, while still building excitement, trust and a strong sense of product confidence.
Our strategy was based on Toyota’s authority in hybrid technology. As one of the pioneers of hybrid, Toyota could speak not only about reliability, but about absolute confidence in every drive.
At the same time, we had to shift the familiar Toyota visual code from practical and mass market to a more modern, technological and premium territory.
Call
We created an integrated launch campaign across outdoor media and digital. Outdoor media gave the launch scale and visibility, while digital focused on audiences already showing interest in buying a car.
A separate focus was placed on strengthening the male audience, as the model had previously been perceived as more female oriented. The new visual style made RAV4 feel sharper, more confident and more premium.
In outdoor media, we used a programmatic approach. The creative changed depending on the time of day and rotation context, making the placements more dynamic and noticeable.
To support the campaign, we also developed all additional promotional materials: digital banners, format adaptations, dealer materials, POSM, presentation visuals and other assets. This helped keep one consistent premium style across all audience touchpoints.