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Terios’ Transformation: Redefining the Modern Man’s Daily Adventure

Terios' Transformation: Redefining The Modern Man's Daily Adventure

When Daihatsu released the new Terios with a more elegant and premium design, DMP’s challenge was to communicate the spirit of daily adventure in urban life of men, its core target audience .

DMP Communications created the concept of “everyday new adventure” born out of a simple insight: modern masculine men have adventure as part of their DNA. The new and elegant Terios takes them on urban adventures through the workday as well as into weekend adventures to reflect that self-image.And the concept of ‘Introducing Terios DNA-Daily New Adventure’ was born.

In an effort to revitalize the brand Terios from Daihatsu, we embarked on a campaign to make it more appealing to a younger audience, particularly millennial men. Traditionally, Terios had been strongly associated with matured men, but we aimed to change that perception.

To achieve this, we collaborated with Jonathan Christie, also known as Jojo, who had gained considerable popularity and recognition as an aspirational youth icon following his victory at the 2018 Asian Games. Jojo’s accomplishments and charismatic personality made him an ideal fit for our campaign.

The core concept of the campaign centered around portraying Jojo as a hero who embarked on thrilling adventures while simultaneously making a positive impact on others. By showcasing him in this light, we sought to forge a strong connection between the brand and its target audience, particularly millennials.

The underlying message of purpose and meaning resonated deeply with this demographic, as they often prioritize values and societal impact. By associating Terios with Jojo’s adventures and his commitment to helping others, we aimed to position the brand as more than just a vehicle but as an instrument that facilitates exciting experiences while making a difference.

All New Terios - Drive Adventuriosly
All New Terios - Drive Adventuriosly
Terios' Transformation: Redefining the Modern Man's Daily Adventure
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