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LAND CRUISER x FORZA HORIZON 6



THE ROLE

As a strategic planner, I articulated the strategic approach and pitched creative concepts for the Land Cruiser x Forza Horizon 6 activation.

BACKGROUND

After a three year hiatus, Land Cruiser had lost a lot of affinity with the younger market and was struggling to keep the allure of its namesake.

THE ASK

Create an experiential activation leveraging the Forza Horizon 6 release to bring awareness to Land Cruiser’s legendary status.

THE SOLUTION

We invited people to participate in a real-life barn find experience to learn more about Land Cruiser heritage, but there was one catch: you could only look, not touch.


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Key Stats:
- We were briefed with a budget of $50k, but the client was so adamant about
making the project happen, we ended with a budget of $900k
- 131,000 estimated foot traffic
- 159,328 total on-site brand impressions
- 2,128 direct consumer engagement
- 1.62% engagement rate (above our benchmark of 1.5%)
- 24,361 premiums given away
- The full set of Land Cruiser x Forza Horizon 6 Leen Custom pins were on sale on eBay for $500!