Oddfellows - Sydney, Australia

Breaking Campaign - RUKUS BY TOYOTA

Toyota Motor Corporation Australia (TMCA) has launched its first niche vehicle and its first all new addition to the Toyota line up since 2003, the Rukus.

Targeting a young contemporary urban audience, Rukus delivers a unique package of brazenly boxy urban design, performance and versatility.

TMCA’s marketing manager Scott Thompson said Rukus will appeal mainly to young, urban trend-setters - many of whom have previously never owned a Toyota. "Rukus is anything but a standard car - and that's exactly why we're introducing it to the Australian market," he said. "It is not a mass-market car: it's an acquired taste that will polarise opinions. Fans will be passionate - and not just because of the space, performance and great standard features. Many owners will dress up Rukus, adding their own flair by customising it with Toyota Genuine and after-market accessories."

The launch campaign produced by Sydney agency Oddfellows celebrates the vehicles distinctive looks and ability to stand out from the crowd.

Oddfellows ECD Wayne Maloney said, “The ‘Don’t Blend In’ campaign positions Rukus as the vehicle for those who aren’t afraid to stand out. It is the antithesis of a normal car campaign – using gritty urban scenes instead of picturesque roads, and highlighting the vehicle’s boxy shape instead of aerodynamic curves”.