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After two long decades, the iconic Toyota Crown, one of the brand's legendary nameplates, has landed in the UAE. So it's no surprise that this long-awaited return has caught the attention of the nation's primary road, Sheikh Zayed Rd.
The highway has gone all out to give a warm welcome, prepping the roadway and rolling out the red carpet –lierally- for the great comeback and the grand entrance of the all-new Crown.
To make some noise around the launch, Al-Futtaim Toyota, in collaboration with Memac Ogilvy, has pulled off a spot on PR stunt, leveraging a unique element of UAE roads—the red road markings,--creatively playing with their meaning, linking them to the identity of the Toyota Crown. And the result is quite arresting - to say the least, pun unintended!
This ambient stunt didn’t go unnoticed and has captured the attention of drivers on Sheikh Zayed Road, all while maintaining the car's timeless classic's all-new futuristic appearance hidden--A definite clever way to build some buzz and drive some excitement around the arrival of the new Crown after such a long absence.
CREDITS
Ogilvy:
Till Hohmann- Chief Creative Director
Karla Bekhazi - Creative Director
Stephanie Arzrouni - Senior Art Director
Leomerish Leyco - Art Director
Diego Fernandez-Cid - Copywriter
Andre Souza- Senior Visualizer
Kevin Kurian - Group Account Director
Alaa Nour - Account Director
Karl ElHitti - Head of social
Haya Dajani - Account Manager
Toyota Al-Futtaim
Hajar Al Suwaidi - Marketing Manager
Assaad Chehade - Senior Marketing Manager
Saad Abdullah - General Manager Marketing
