Let’s say you’ve been so busy being responsible, you forgot how to be spontaneous. A frightening thought, right? Fortunately, there’s no need to panic, because Toyota makes a new RAV4 that’ll make it a little easier to hit the road and start thinking of new plans as no problem.
A consistent aesthetic was designed to reflect the versatility of the vehicle as well as the spontaneous aspirations of the drivers. Dramatic settings and a bold copy tone also accentuated the energetic imagery.
With an action-centric campaign, that challenged perceptions of the vehicle’s capabilities and dialed-up the emotional benefits for the drivers, sales jumped by 80% over the previous year.