Cannes Lions

TOYOTA RAV4

SAATCHI & SAATCHI LA, Los Angeles / TOYOTA / 2013

Case Film
Case Film
Case Film

Overview

Entries

Credits

Overview

Description

The campaign’s goal was to provide the Toyota RAV4 with a competitive edge during this model’s last year. In the face of launches from key competitors, we have to reach our audience in a new and unique way.

Our target market was active, athletic people who are very busy. They’re spontaneous and try to squeeze as many activities into their day that they can. When they spend time online, it is usually a quick experience to find what they need and get back to the real world. So we decided to give our audience exactly what they want: more time.

Execution

Skee-Lo’s “I Wish” was an unlikely hit song in the summer of 1994. But the memorable chorus of Skee-Lo rattling off wishes has remained popular to this day. We took those catchy original lyrics that everyone knows by heart and slightly adapted them to fit the timing of our film.

Outcome

The campaign performed extremely well. Interaction with the rich media banners was 1.2 times greater than the auto benchmark and awareness was 2.5 times greater than the automotive benchmark. Brand favorability was 5 times greater than the automatic benchmark and purchase intent increased by three times.

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