Although Hino is a market leader in the light and medium truck category, awareness of its products is not high in Indonesia.
The campaign was developed to generate awareness of the brand’s recently launched series of light truck, Hino Dutro.
The spot was developed by independent agency Matari Advertising. The campaign also includes print, radio and outdoor elements.
Andriyono Satrio, associate account director for Hino, said that television was used since the medium is clutter-free for the truck sector. “For such category, print is normally the most popular medium,” she said.
The target audience is small- and medium-sized business owners in the urban and rural areas of the Southeast Asian country.
The agency used the insight that truck owners value ‘durability’ in a truck.
Hino Trucks has been the market leader in the truck and bus category in Indonesia since 2000. The current best-selling model is Jumbo Ranger FM260J D, a dump truck commonly used for construction and coal mining.
Hino Motors recently announced that it would stop making commercial trucks at one of its US plants as surging oil prices and the credit crisis dampened demand.
Sales for the last fiscal year dropped by 19 per cent in the US while elsewhere in the world, including Southeast Asia, sales have been growing rapidly.
The TV spot shows a young man cheerfully setting off on a journey in his truck with an Indonesian birthday song Panjang Umurnya playing in the background. His journey sees him passing through forests and overtaking other trucks. When he reaches his destination the man has aged, even though his truck looks as new as ever. The goal of the ad is to highlight the long-lasting qualities of Hino Dutro.
Toyota kicks off Indonesia's first TV truck drive
JAKARTA - Hino Trucks, a Toyota group company, has earned the distinction of being the first truck brand to run an advertising campaign on televison in Indonesia.
