4Runner rises to 19,000ft. on Everest, proving once and for all who is King of the Mountain.
T H E C H A L L E N G E
Reclaim the reputation as Champion of the Wilderness from competitors such as Jeep and Nissan Pathfinder.
O U R S O L U T I O N
A documentary-style campaign featuring the world’s greatest adventurers discussing what it takes to venture into extreme locations. 4Runner is the most capable of taking you near their actual footsteps. From Sir Edmund Hillary on Mt. Everest to Piotr Chimielinski down the Amazon, 4Runner demonstrates it is still the king. An international effort, the film was shot on Everest and in New Zealand and production included Americans, Chinese, and Nepalese Sherpa guides. The result was an integrated broadcast, print, outdoor and interactive advertising campaign unlike any U.S consumers had seen before.
R E S U L T S
The campaign helped 4Runner exceed sales goals by 11%, increase overall dealer visits by 24% versus the year before, and reclaim 4Runner’s place as the top selling SUV in the US. Toyota also helped build a new school in Kathmandu in Hillary’s honor.
