The social media element of the 2017 campaign developed by FCB Joburg and Hellocomputer for the Toyota Fortuner 4×4 Challenge took top position in the ‘Best Use of Social Media’ category at the Sport Industry Awards held last week in Johannesburg.
These awards showcase and reward the industry’s very best work, from a whole host of sports, brands, agencies and rights holders across the full range of disciplines from marketing, PR, sponsorship, talent management, advertising, community investment, social media and branding.
The award was for the second iteration of the campaign which pairs four professional athletes with four Toyota fans as the teams battle it out in a bid to drive home in a brand new Fortuner 4×4. The inaugural competition enthused sports and motoring fans countrywide in 2016 , and is set to do so again in 2018.
Commenting on the win, Senior Advertising Manager at Toyota SA, Tasneem Lorgat, said it reinforced the Toyota SA/FCB Joburg team’s belief in the concept.
“As South Africans, we are incredibly passionate about two things; sport and vehicles. Toyota has a long-running association with local sports and we felt – in 2016 when we were planning the first competition – that this campaign could effectively leverage the two passions of our nation.
“The Fortuner 4×4 Challenge provides the perfect opportunity to engage with our customers, whilst showcasing the skill and versatility of both our local ‘heroes’ and the super-capable Toyota Fortuner. The fact that we do so with exciting and effective marketing just improves our reach and interaction. We are incredibly proud,” she said.
The agency’s campaign for the 2018 edition is an apocalypse-themed ‘super power’ showdown featuring Mapule Ndlovu, a fitness athlete; Steffi Brink, a track hero; Ox Nche, a Cheetahs rugby player; and Giniel de Villiers, Toyota’s own racing hero.
The campaign runs from August to October. TV spots can be viewed at these links:
15” Mapule https://www.youtube.com/watch?v=zXP658GNmH4
15” Steffi https://www.youtube.com/watch?v=9PCeZlsp8w0
15” Giniel: https://www.youtube.com/watch?v=lNOnVc6IJTw
To amplify the Challenge which takes place in October, the Toyota community also stand a chance to win a second Fortuner 4×4 by backing their favourite hero. This can be done by using one of the four hero hashtags (#OX4X4, #STEFFI4X4, #GINIEL4X4 or #MAPULE4X4) to comment on any of the official social posts on Facebook, Twitter and Instagram. ‘Back Your Hero’ entries can also be done via the competition website (www.fortuner4x4challenge.co.za) or by dialing the USSD string (*120*62800#).