Toyota SA Takes You to Mars in Fortuner Campaign from FCB Africa

Available now at a Toyota dealership near you is the all-new Fortuner – upgraded with a sleek, catamaran-inspired facelift, newly styled 18-inch alloy wheels and a bi-tone exterior on selected models. Mid and high-grade models have also been enhanced with black and maroon detailed leather seats and next-gen advanced active safety upgrades.

Toyota South Africa doesn’t take the Fortuner’s title as ‘South Africa’s most loved SUV’ lightly. As the segment becomes increasingly competitive, customers have more to choose from than ever. That being the case – a proactive approach was taken to maintain and strengthen the Fortuner’s market share and retain its leadership position. 

The task to the creative team at FCB Africa was to develop a 360 degree campaign for the Fortuner that highlights its new and improved styling, comfort, safety and convenience.

When it came to the Fortuner and its perception to the market, both FCB Africa and Toyota South Africa saw an opportunity for evolution. “In a sea of countless campaigns that show SUVs on off-road adventures, it was clear from the start that we needed to go further.” said Tasneem Lorgat, Senior Manager of Advertising at Toyota SA Motors.

“As a leader in the market, we knew that the only way up for the Fortuner was ‘beyond’. And what better way to distinguish the Fortuner from other SUVS than by going from off-road to out-of-this-world?” said Tian van den Heever, ECD of FCB Africa. “Plus, seeing the Fortuner traverse across the diverse landscape of Mars just further emphasises that it’s truly equipped to tackle any terrain,” Tian added. 

Thus, what was first positioned as a versatile SUV that affords people the ‘Luxury of Freedom’ has become a more stylish, more capable and more desirable SUV that allows one to go as far as their imagination can take them and ‘Reimagine the Luxury of Freedom’. 

The campaign does a great job of showing not only how capable the all-new Fortuner is, but also how incredibly sleek and striking its reimagined look is. 

The launch comprises multiple touchpoints, spanning all ATL channels and BTL content.