Hilux Hybrid takes the lead with a 3.5-tonne statement

AUCKLAND, Today: A four-metre-tall, 3.5-tonne steel headline reading ‘JUST A HILUX HYBRID TOWING A 3.5 TONNE HEADLINE’ has been turning heads across New Zealand.

Susanne Hardy, Assistant Vice President of Toyota New Zealand, says, “Introducing Hybrid to Hilux is the first small step in the Hilux journey to cleaner energy.

“We know that the Hilux Hybrid is as capable, if not more capable than its predecessor. This campaign is about showcasing the grunt and reliability of the Hilux Hybrid that our customers expect from a Hilux. And of course, that it absolutely delivers.”

Designed by Ben Lockwood of Craftshop and engineered by Andrew Turney from Gyro, the headline took two months to build in a west Auckland warehouse.

“I loved this idea the moment I saw it. A mobile billboard isn’t anything new, but a headline that is literally a product demonstration is super surprising.” – Steve Cochran

Using tonnes of steel, 974 bolts, and 6512 spot welds, it’s mounted on a six-metre-long trailer for easy towing and double-sided visibility.

Steve Cochran, Chief Creative Officer at Saatchi & Saatchi New Zealand, says, “I loved this idea the moment I saw it. A mobile billboard isn’t anything new, but a headline that is literally a product demonstration is super surprising. Yes, it’s a little meta, but if the reaction it gets on highways with people winding down windows to take photos is anything to go on, we think it’ll be just as popular as past Hilux campaigns.”

The mobile headline is touring New Zealand, visiting A&P shows, dealerships, and other events with support from Radio Hauraki. Online content, including behind-the-scenes videos, will appear using #hiluxhybridtour, targeting rural communities.

“This campaign didn’t have the budget for a big traditional awareness campaign, but the brief was to make Hilux Hybrid famous in every New Zealand rural community,” says Cochran. “We’re pretty chuffed that the 3.5 tonne headline is literally on the road to do that.”