Scott GilbertSteve RaboskyEmily WeissAva ReichTeam Luis Sandoval Jon St. JohnNaomi TaubeCory TiernySteve LandrumMiles TurpinBill GordonCarolyn UdeSaatchi CreativeSaatchi ProductionSaatchi TrafficToyota - The best client in the world. Saatchi’s goal of the Teaser campaign was to create a single driving force-uniting Camry on all fronts. The campaign was designed to build anticipation of the all-new Camry and act as a pivotal lead to the traditional campaign. The target audience was adults age 25-49; however, the overall objective was far more complex. Our focus was greater than impressions or reach and frequencies. Media used a unique approach to generate immediate interest among loyalists and conquest prospects. Peeking the consumer’s interest early was designed to ensure Camry sales with an aggressive “out-of-the-box” campaign. The broadcast teaser was the most visible element of the campaign and worked congruently with print elements in USA Today and the Wall Street Journal and unique out of home elements to ensure everyone knew about the all-new Camry. Camry is the flagship vehicle of Toyota and well established as a reliable and practical choice for the consumer. The Old Camry represented “what I need” and fell short on “what I want”. Our mission was to embody the “You want it” message throughout our media approach. The campaign generated immediate curiosity among loyalists and consequent prospects with an aggressive “out-of-the-box” approach. The implemented plan generated millions of impressions against the core target and helped generate a “buzz” leading into the traditional launch. The teaser spots aired on three of the four major television networks as well as 33 of the 35 Cable networks utilized by Toyota. Despite resistance from the networks, Media was able to secure premium :5 spots in select programs. Key programs included: Weakest Link, Dateline, Law & Order and NYPD Blue. As a result we were able to amass 1,325 :05 Teasers on Network and Cable TV from August 20 to September 2, 2001.The campaign successfully aroused curiosity among the core audience and was the perfect transition to a “Launch Reveal” :60 spot which incorporated the animated :05 unit. The buzz generated around the five second spot actually had people waiting for the reveal and looking for teasers when they aired. We actually received excited phone calls and emails from the client, media partners, the rep community and consumers abroad.In any ad campaign the Sales is the loudest accolade. The all new Camry is selling to an all new record high and is well on pace to be the number 1 selling car in America. “Nothing is Impossible” Saatchi's company mantra was elevated to a new level last summer. Media took that attitude to the Broadcast Networks and challenged them to look beyond current advertising opportunities. Utilizing a groundbreaking concept, Saatchi created a revolutionary new unit length to showcase the all-new Camry on the airwaves – a five second spot to subliminally tease audiences and lay the ground work for the reveal component of the campaign. Long hours, intense negotiations and persistence paid off – three major Networks and several Cable Networks ran our ad over a two-week period. Units aired in select high profile programs during primetime giving consumers a brief glimpse of what was to follow. Saatchi’s submission is so distinctive because the campaign set a new standard by which all other launches will be measured. Media busted through broadcast clutter with a unique five-second tease that created mystery, emotion and immediate appeal. Why is it a great idea in its context? In today’s advertising culture of sensory overload every ad is vying for the consumers’ attention, it is critical for advertisers to distingush themselves uniquely among the pack. This campaign truly challenged Media to raise expectations and deliver a synergic campaign. Why should it be a winner? Our Media team truly proved “nothing is impossible.” We negotiated over 1,300 units on national Television which combined with traditional elements generated 1 billion impressions. Most importantly the originality and creative aspect of the unit resulted in word of mouth buzz, extensive press coverage and infatuated clients.

“Nothing is Impossible” Saatchi's company mantra was elevated to a new level last summer. Media took that attitude to the Broadcast Networks and challenged them to look beyond current advertising opportunities. Utilizing a groundbreaking concept, Saatchi created a revolutionary new unit length to showcase the all-new Camry on the airwaves – a five second spot to subliminally tease audiences and lay the ground work for the reveal component of the campaign. Long hours, intense negotiations and persistence paid off – three major Networks and several Cable Networks ran our ad over a two-week period. Units aired in select high profile programs during primetime giving consumers a brief glimpse of what was to follow.