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Toyota Corolla: Is That The Lineman?
| See full size 677x964 px | |
| Released: | June 2008 |
| Avertiser: | TOYOTA |
| Agency: | CONILL SAATCHI & SAATCHI, Torrance |
| Country: | USA |
| Category: |
Cars
|
| Awards: |
Cannes Lions 2008 Media Silver
|
| Tags: |
Case study
Cannes 2008
|
Credits:
Type Of Entry: Product and Service
Category: Cars & Automotive Services
Title: IS THAT THE LINEMAN?
Advertiser/Client: TOYOTA
Product/Service: TOYOTA COROLLA
Entrant Company, City: CONILL SAATCHI & SAATCHI, Torrance
Country: USA
Media/Advertising Agency, City: CONILL SAATCHI & SAATCHI, Torrance
Country: USA
Category: Cars & Automotive Services
Title: IS THAT THE LINEMAN?
Advertiser/Client: TOYOTA
Product/Service: TOYOTA COROLLA
Entrant Company, City: CONILL SAATCHI & SAATCHI, Torrance
Country: USA
Media/Advertising Agency, City: CONILL SAATCHI & SAATCHI, Torrance
Country: USA
Credit Details:
| Name | Position | Company |
| Pablo Buffagni | VP/Creative Director | Conill |
| Verуnica Elizondo | Associate Creative Director | Conill |
| Martнn Donovan | Art Director | Conill |
| Tony Rhi | Art Director | Conill |
| Lourdes Caballero | Director Of Production | Conill |
| Pascui Rivas | Director | D'Avant-Garde Media |
| Marнa Pugliese | Executive Producer | D'Avant-Garde Media |
| Sal Tessone | Line Producer | D'Avant-Garde Media |
| Ana Rodrнguez | Director Of Client Services | Conill |
| Mуnica Lopera | Account Supervisor | Conill |
| Esmeralda Nнsperos | Media | Conill |
Innovative Media Strategy:
The Libertadores Cup (equivalent to the Champions League) used to be called the Toyota Cup but the name changed due to international deals. Although we couldn't call it the Toyota Cup anymore, we still wanted to own the transmission for our Toyota Corolla launch campaign. The communication goal of the umbrella campaign was to increase the emotional connection with Corolla and the feeling that "Corolla love is contagious".
Creative Execution:
We used the lower frame of the screen to seamlessly integrate entertaining videos that made you believe that the lineman, a reporter and a substitute player were distracted because they were falling in love with the new Corolla.
Target Audience:
We call this segment Latino Traditionalist Winners. Age: 20-35. They are hungry for success and recognition. What they have, others must want. Most Young Latinos living in the US love soccer. Almost every Latino loves soccer. So if you show that in the world of soccer the Corolla is loved as well, we are showing the acceptance for the new Corolla and reinforcing the feeling that the Corolla love is contagious.
Effectiveness:
The message was communicated to the audience in an entertaining way instead of annoying them, as a regular sponsorship would have done. The audience fell in love with the spots as well and we owned the transmission.