In 2025, Toyota New Zealand launched a campaign that skipped glossy studio shots.
Instead, they turned real Kiwi streets into their billboards.
Road signs. Street murals. Everyday corners.
Each one transformed into an ad for Toyota.
đź’ˇ Why It Worked
- Local pride: By using real streets, Toyota connected with people where they live.
- Authenticity: No CGI, no fake sets — just real places, real impact.
- Shareability: Locals snapped photos and shared them on socials, extending the campaign beyond the streets.
🧠The Strategy
Toyota didn’t buy media space.
They turned the environment into media itself.
It’s a reminder: your best billboard might already exist — you just need to brand it.
✍️ How to Apply It
If you’re a smaller brand:
- Don’t think in “ad space.” Think in existing space.
- Partner with local artists, shops, or public areas.
- Let people stumble on your brand in the real world — and post it online for free reach.
🔑 Takeaway
The best ads don’t always buy space. Sometimes, they create it.