Al-Futtaim Toyota and Memac Ogilvy roll out the red carpets to welcome back the all-new Crown

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