Cannes Lions

TOYOTA AURIS

CP PROXIMITY, Madrid / TOYOTA / 2008

Presentation Image
Presentation Image
1 of 0 items

Overview

Entries

Credits

Overview

Description

On 28 September 2007, the new Toyota vehicle named Auris was presented to the world at the Paris Car Show.Toyota Spain took advantage of this day to communicate to its workers and to the employees of all the Spanish dealerships that Auris, a word inspired by gold, would be the name of the brand’s new vehicle.

Execution

The managers and sales representatives of Toyota Spain received a brochure on 28 September 2007 containing a tube of gold dust.

In the article they were invited to discover the name of the new Toyota model by scattering the gold dust over a totally white surface. Thus, as if by magic, the word Auris appeared.

Outcome

100% of the workers and employees discovered the name of the new Toyota Auris on the same day as the launch in Paris.

Similar Campaigns

12 items

LINK THE WORLD, LIKE A WORD.

DENTSU INC., Tokyo

LINK THE WORLD, LIKE A WORD.

2019, TOYOTA

(opens in a new tab)