True Life
Integrated Campaign
The pickup truck. In Texas, you either buy American, or you don't buy at all. That was the thinking for as long as pickup trucks had been kicking up dust on the highways and back roads of the Lone Star State. Our task was to change that perception. For the relaunch of the completely redesigned Tundra, we had to prove that a "Japanese" truck was better than any Ford, Chevy or Dodge. After launch, Tundra sales increased by over 50%, and Toyota’s regional market share grew from 18% to 25%. In fact, the Gulf States region became the number one Tundra market in the nation, beating the next two regions combined.
