Cannes Lions

MATRIX 2009

SAATCHI & SAATCHI CANADA, Toronto / TOYOTA / 2009

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Overview

Entries

Credits

Overview

Execution

After brainstorming many traditional promo ideas, we pursued a more lateral approach. To underscore that the 2009 Toyota Matrix is the true way to fulfill your potential, we created a device – the Potentialmatic – that promised to be able to tell the potential of any situation at the touch of a button. This is, of course, ridiculous – and the young, savvy target knows this. We used this ironic approach - and some interesting, targeted media – to lure the target to the Potentialmatic website and initiate a test drive in a 2009 Toyota Matrix – where they would get their own Potentialmatic.

Outcome

The Potentialmatic campaign was a success on many fronts. First of all, it was a creative leap for the client, who typically does not do promotions of this type. The budget was comparatively small, using mostly online and late-night infomercial slot media, yet it broke through. There was chatter and buzz on blogs and websites. Most importantly, the Potentialmatic website received tens of thousands of hits; over 1300 test drives were initiated from the site. Despite the slowing economy, Toyota Matrix sale were up 10.2% over the previous year.

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