How far will you take it. Starring James Marsden.
Of all the brands doing work on Facebook, Sheryl Sandberg gives us a shout out for RAV4 Hybrid.
(Her mention is at 1:04).
Separating politics & tech Sheryl Sandberg & Mike Schroepfer, Facebook Code Conference 2016
The new RAV4 Hybrid.
How far will you take it?
By virtue of it being a hybrid and gas SUV, the RAV4 is the perfect vehicle - it gets you further and expands your radius more than another vehicle could.
And in doing so encourages and challenges people to go out and try something new.
The basis of the campaign stems from the insight that the people interested in this vehicle are the type of people that seek out new and exciting experiences - anybody with an insatiable curiosity about the world. No experience is off limits, or out-of-range.
And representing our curious-minded audience is non other than James Marsden, the intrepid adventurer.
TV: Lost Tribe
TV: Wolf Pack
TV: Lumberjacks
TV: Mars Colonists
PRINT
We designed print by tapping into our target mindset for embracing interesting adventures, capturing themselves and carefully curating their social media pages.
…no experience off limits, nor out-of-range…
To extend the idea, we created OOH boards depicting fun, interesting destinations. These were placed out-of-state, or at least 400 miles away from where they were posted, with the challenge: "Only one tank away”.