Cannes Lions

COROLLA

SAATCHI & SAATCHI LA, Los Angeles / TOYOTA / 2014

Case Film
Supporting Images
Supporting Images

Overview

Entries

Credits

Overview

Description

The 2014 Corolla film ad celebrates this legacy through five decades of throwback song and dance, mashed-up in the spirit of an epic music video. During the film, the story of Corolla’s rich history and bold new transformation is conveyed through iconic music, famous dance moves, and nostalgic fashion. The result was an epic journey through time that culminated in the reveal of the 2014 model – a completely elevated Corolla, designed to take you to the next level, today.

Execution

By partnering with Google, we created the first social car configurator. The Collaborator allows people to invite up to five friends to a Google+ Hangout and customize a Corolla together. Users can even invite a live Toyota dealer into the Hangout to answer questions, give pricing information, or set up a time to take a test drive in person.

Outcome

The Collaborator has been covered by numerous press outlets including the New York Times and Fast Company. The Collaborator was given a prominent role at Google’s 2013 I/O Conference, and Google even used it to launch a new social advertising platform. But more than that, the Collaborator helped define Toyota as an automaker on the leading edge of technology in the eyes of the important millennial segment, and influential technology enthusiasts.

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