In launching their all-new, full sized Tundra truck, Toyota wanted to compete head-to-head with domestic competitors like Chevy and Ford. The best way to accomplish this was to launch a true grassroots marketing campaign; one that brought the Tundra to their potential customers where they work and play.
Creative Resources Group developed a creative concept and sent our production teams to various locations and events throughout New England.
We produced both a promotional video to demonstrate the power of this back-to-basics technique to the entire dealer body; ensuring buy-in and support for each dealership to showcase the Tundra and a feature commercial was distributed to Toyota and the New England Toyota Dealers and aired nationally.
The end result was a launch that exceeded Toyota’s expectations and provided the Tundra a top position within the Full-Size truck market that it still enjoys today.
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