The art of selling without showing

Basically the same “last year” vehicle but need to be sold at a “new price” plus quite limited budget for marketing & promotion. What a combo challenge in one period!!

Started with one basic question, triggering and leading us to one great idea solution.
“If the model is the same as the previous, should we have to show it again to the market?”
Plus strengthen by the fact in the market that Toyota Kijang Innova heritage from the beginning (late ’70s) is “Indonesian Family’s car”.

So, we decided to develop and create an unordinary automotive campaign; a very simple look campaign with a clear and straight message about family values. Reminder about family values nowadays, and a subtle connection to how Kijang Innova also becomes part of the family.
Basically, it was a witty and cynical sentence (comment) from each family member that talks about the family’s values, without showing the presence of the car at all.

The campaign started thru the OOH channel in some areas & cities, then supported continuously with a tiny size series of print ads, just like “quotes of the week” on the biggest newspaper in Indonesia each week. Also supported with digital ad placement and during “Indonesian Family days” in June, we create on-ground activities on the road to spread the message, “To Give the best for the family” (Beri yang terbaik untuk keluarga).