FANTASY ENHANCER 2 by M&C Saatchi Los Angeles for Toyota

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FANTASY ENHANCER 2

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Industry Cars, Sports Teams & Events, Business equipment & services, Corporate Image
Media Design & Branding
Market United States
Agency M&C Saatchi Los Angeles
Director Tom Malmros
Executive Creative Director Mike Mckay
Creative Director Ryan Jacobs
Art Director Matt Titone
Designer Zach Richter
Producer Sarah Bohler
Illustrator Boris Vallejo, Julie Bell
Editor Kweichee Lam, Nils Andersson
Released August 2010

Credits & Description

Category: Online Digital Design
Advertiser: TOYOTA MOTOR SALES
Product/Service: TOYOTA YAHOO! FANTASY FOOTBALL SPONSORSHIP
Agency: SAATCHI & SAATCHI LA
Date of First Appearance: Aug 3 2010
Entrant Company: SAATCHI & SAATCHI LA, USA
Entry URL: http://www.fantasyenhancer.com/
Executive Creative Director: Mike McKay (Saatchi & Saatchi LA)
Creative Director: Ryan Jacobs (Saatchi & Saatchi LA)
Art Director: Matt Titone (Saatchi & Saatchi LA)
Associate Creative Director/Copywriter: Raymond Hwang (Saatchi & Saatchi LA)
Designer: Zach Richter (Saatchi & Saatchi LA)
Director of Integrated Production/Multimedia: Tanya LeSieur (Saatchi & Saatchi LA)
Executive Interactive Producer: Tina Gongsakdi (Saatchi & Saatchi LA)
Senior Broadcast Producer: Margaret Nickerson (Saatchi & Saatchi LA)
Executive Integrated Producer: Megan Bettor (Saatchi & Saatchi LA)
Creative Technology Director: Christopher Kief (Saatchi & Saatchi LA)
Creative Technology Lead: Luke Grannis (Saatchi & Saatchi LA)
Producer: Sarah Bohler (B-REEL)
Director: Tom Malmros (B-REEL)
Editor: Nils Andersson (B-REEL)
Music: - (Beep Audiopost)
Sound Design: - (LIME)
Mix: - (LIME)
Illustrator: Boris Vallejo/Julie Bell (Freelance)
Interactive and Strategy Administration: Kimberly Kyaw (media client)
Media Partner: - (Yahoo!)
Media placement: Interactive (Online & Mobile) - Yahoo! Sports - 1 June 2010

Describe the brief from the client
Toyota was a major partner of Yahoo’s Fantasy Football. The objective was to fully leverage this partnership and enhance what Fantasy Football players were already doing online.

Describe the challenges and key objectives
Raise awareness of Toyota amongst Yahoo! Fantasy Football players.

Describe how you arrived at the final design
Fantasy Enhancer took a unique approach to “Fantasy” football. It borrowed heavily from such fantasy genre films as Conan the Barbarian and Clash of the Titans. The look was truly unique to the market.

Give some indication of how successful the outcome was in the market
The site has received more than 531,264 unique visitors. An average time spent of 5:31. More than 430,000 team logos were generated. 37,916 Smack Talk videos were created. And 34,506 Football Cards were made. 4,276 shares were generated via Facebook and Twitter