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Toyota
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In A Pickle
Unseen Growth:
Turning the legacy of Quality, Durability and Reliability from a long-term promise into an immediate reason to buy.
Growth Unlocked:
  • The campaign defied category headwinds, restored HiLux to market leadership, and delivered growth without discounting
  • Sales rose 11.8%, adding 1,366 units, despite a 17.1% decline in the overall Ute segment
  • By April 2025, HiLux reclaimed its position as Australia’s number one selling vehicle overall
  • Profit rose 27% to $71.06 million, with no discounting required
  • The campaign achieved an ROI of $8.25 for every dollar spent, a 127% improvement
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Campaign Information
Job Info
Recognition and results
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