Patrick Kirkland | ACD Copywriter
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Toyota 4Runner

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TOYOTA 4RUNNER

DIGITAL | SOCIAL

 

AGENCY: SAATCHI LA

How do you seal an SUVs place as the mud-slinging, trail-loving, handle-anything SUV? Bring in thrill seeker Rush Sturges.

ASSIGNMENT:

Create excitement and social engagement for new and old 4Runner fans.


4Runner fans aren’t just car people, they’re adventurists who take pride in pushing their SUV-adventures to the limits. This kind of community speaks to my southern roots, and we found an influencer who embodied their die-hard lifestyle.

With filmmaker and pro-whitewater rafter Rush Sturges, we created buzz around #KeepitWild, a call-to-adventure to new and old 4Runner fans. And boy, did people respond.

 
 
 
 
 
 

More than 1,000,000 YouTube hits. Tens of thousands of 4Runner owners hashtagged hundreds of pictures of their adventure-ridden 4Runners.