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Toyota Hilux Legend 50: The New Tougher-er Hilux Legend 50, 40s
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Toyota Hilux celebrates 50 years in South Africa this year with the launch of a new limited-edition model, the Hilux Legend 50. FCB Joburg brought this campaign to life, celebrating the role everyday legends have played in its success. Incorporating numerous elements including cinema, television, radio, out-of-home, print, digital media, social media and point-of-sale, brochures and launches for dealers, the campaign was conceived by FCB Joburg’s team of Creative Director Tian Van Den Heever, Art Director Jonathan Wolberg, Copywriter Paul Frade and Digital Content Lead Lucy Holford-Walker. According to one of Toyota South Africa’s advertising managers, Lensha Dlamini, the key objectives of the campaign addressed increasing sales for Hilux and enhancing the Hilux premium feel. Creating value for customers and assisting in volume retention was also key, as well as generating excitement around the brand, while retaining appeal to Toyota Hilux customers.
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