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Toyota Fortuner 4X4 Urges SA To Vote For 1 Of 4 Sporting Heroes. Why?

Press Release - South Africa, 14 October 2016

The Toyota Fortuner 4x4 Challenge – currently appearing on television, in print, on radio, at point-of-sale and on billboards as well as on the web and social media – is urging South Africans to vote for one of four local sporting heroes.

Unusually, it doesn’t disclose why.

Well, that’s not quite correct. If you vote for cycling celebrity Andrew Mclean, Dakar and motorsport maestro Giniel De Villiers, the Cheetah’s game-winning Ryno Benjamin or soccer supremo Siphiwe Tshabalala, you will be entered into the draw to win a Toyota Fortuner.

But there’s got be something more, hasn’t there?

“Being given an opportunity to win a Toyota Fortuner is a good enough reason to enter a competition, it’s a great 4X4,” said FCB Africa Chief Creative Officer and one of the brains behind the campaign, Brett Morris.

“But, yes, the current campaign, as extensive as it is, is just the teaser element; sports and Toyota fans will have to wait for the real gutsy part of the Challenge to unfold.”

“As South Africans, we are incredibly passionate about two things; sport and vehicles. Toyota has a long running association with local sports and thus we felt that this campaign could effectively leverage the two passions of our nation,” said Toyota SA’s General Manager of Marketing Communications, Kerry Roodt.

“The Fortuner 4x4 Challenge provides the perfect opportunity to engage with our customers, whilst showcasing the skill and versatility of both our local ‘heroes’ and the super-capable Toyota Fortuner.”

Phase 1, the teaser campaign, runs until November 15, with Phase 2 kicking in from November 16 to December 26.

The TVCs driving entries are just 15 seconds long, but there are four of them, and they’re quite punchy. But there’s no clue as to what Phase 2 will bring.

If you want to find out what happens next, you’ll just have to enter.




Client: Toyota South Africa

Product: Toyota Fortuner

Advertising & Digital Marketing Senior Manager: Aidan Castille

Marketing Publications Manager: Nkateko Shilenge

Creative Agency: FCB Joburg

Chief Creative Officer: Brett Morris

Creative Director: Tian van den Heever

Copywriter:  Lazola Gola

Art Director   Jacque Moodley

Producer: Vanessa Borthwick

Executive Business Director: Reagen Kok

Group Account Director:  Wendy Lundie