Cannes Lions

YARIS

SAATCHI & SAATCHI, London / TOYOTA / 2012

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Overview

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Credits

Overview

Description

Toyota wanted to launch the new Yaris into the B segment, and in doing so, rejuvenate the brand by bringing a younger audience into Toyota. The issue was that Toyota was respected for making good cars, but were seen as dull and boring, particularly among the target market. Our strategy was to take on the idiocies of modern driving, across every media channel, and to position the Yaris as a smart city car for smart city people.

Execution

The campaign idea was to take on small car syndrome in all its forms. The NG Yaris would strike a series of small but meaningful victories over modern driving irritants, each time proving “The Smart Money’s on Yaris”.

Across all media channels we appropriated popular symbols of confrontation (rap battles, boxing posters etc) to dramatise the Yaris’ ability to take on everything from 4x4s to Hungry girlfriends.

We then extended the campaign into social to give fans more opportunities to engage with the characters, in a live 72 hour “Outsmart Shoutout”.Every media channels dramatized a different benefit of the car, driving people online to find out more.

Outcome

- The campaign surpassed all its targets.- Yaris sales have been 40% above target in 2012.

- Toyota retail share has risen 0.8% points.- Brand Desire rose to its highest level since the recall.

- The communications created a younger, more optimistic personality for the brand.

- It drove people online in record numbers to find out more- more people visiting the Yaris page on the website than for any previous campaign.

- It bought new people into Toyota - 79% of brochure requests from new customers.

- And on Facebook conversation about Toyota increased 8,500% and our 'likes' quadrupled.

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