• by Tanya Gazdik , April 23, 2025

Toyota is launching 4Runner Landia, a contest with a prize aimed at the Hispanic market. 

The activation invites adventure-seeking drivers to enter the contest for a chance to win a 2025 Toyota 4Runner along with a piece of land of their choice to create their ultimate playground.

The unconventional campaign and contest developed by Conill began April 14 and runs through May 26. 

The idea for the contest stems from the insight that for Hispanic consumers, the 4Runner represents a connection to their heritage, echoing cultural values of adventure, reliability and appreciation for nature.

The campaign includes both an English-version and Spanish-version spot featuring a charismatic real estate agent who tours expansive terrain from behind the wheel of the 4Runner.

The campaign also includes a surprise media placement: a custom real estate listing for the 4Runner on Realtor.com, blurring the lines between vehicle and lifestyle in an unexpected way. 

The campaign was geared to Hispanic explorers, nature lovers, and those who also dream of land ownership, says Veronica Elizondo, chief creative officer at Conill.

"To connect with them the creative team wanted to create a custom real estate listing that would really be an unconventional way to highlight not just the land piece but the all new 4Runner," Elizondo tells Marketing Daily. "Realtor.com was a great partner to do that, reaching over 12 million Hispanic monthly users and one of the top real estate sites Hispanics go to when searching listings."

Contests are an effective say to reach consumers, she aays. 

"We were tasked to create a nontraditional campaign, something unexpected and new," Elizondo says. "Our research revealed that contests lead to high engagement, which perfectly aligned with our campaign objectives. And knowing how well contest where the prize is a car do so well, we felt confident that coupling that with land -- which is a first for Toyota -- would highly resonate with our target leading to high engagement overall."

The campaign will roll out across digital video, CTV, programmatic and paid social, with interactive formats including custom Pause Ads, QR code video units, and shoppable placements powered by Innovid and Wunderkind. Paid social content will run on Meta and Pinterest, with more organic social creative living on Toyota Latino social channels and available on toyota.com/espanol/4Runner.