Toyota Design & Branding THE CAMRY EFFECT by M&C Saatchi Los Angeles

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Industry Cars
Media Design & Branding
Market United States
Agency M&C Saatchi Los Angeles
Executive Creative Director Margaret Midgett Keene, Chris Adams
Creative Director John Payne, Andre Lemasurier
Art Director Ricardo Yosy
Copywriter Jeff Nieberding, Jonathan Pelleg, Alex Solarte, Chelsea Du Bois, Matthew Poitras Acd
Designer Erek Vinluan, Ricardo Yosy
Released December 2011

Credits & Description

Category: Online Digital Design
Product/Service: TOYOTA CAMRY
Executive Creative Director: Chris Adams (Saatchi & Saatchi Los Angeles)
Executive Creative Director: Margaret Keene (Saatchi & Saatchi Los Angeles)
Creative Director: Andre Lemasurier (Saatchi & Saatchi Los Angeles)
Creative Director: John Payne (Saatchi & Saatchi Los Angeles)
Assistant Creative Director/Copywriter: Matthew Curry (Saatchi & Saatchi Los Angeles)
Assistant Creative Director/Art Director: Brad Burke (Saatchi & Saatchi Los Angeles)
Art Director: Erek Vinluan/Ricardo Yosy (Saatchi & Saatchi Los Angeles)
Copywriter: Jeff Nieberding/Chelsea Du Bois/Alex Solarte/Jonathan Pelleg/Matthew Poitras (Saatchi & Saatchi Los Angeles)
Designer: Erek Vinluan/Ricardo Yosy (Saatchi & Saatchi Los Angeles)
Director Of Integrated Production: Tanya Lesieur (Saatchi & Saatchi Los Angeles)
Executive Integrated Producer: Tina Gongsakdi (Saatchi & Saatchi Los Angeles)
Production Artist: Jeremy Little (Saatchi & Saatchi Los Angeles)
Creative Technology Director: Christopher Kief (Saatchi & Saatchi Los Angeles)
Director User Experience: Shaun Rance (Saatchi & Saatchi Los Angeles)
Digital Production: (Resn)
3D Production: (Qube Konstrukt)
Video Production/Editing/Special Effects: (Iron Claw)
Music: (Comma Music)
Sound Design: Lindsey Alvarez (Lime Studios)
Mix: Lindsey Alvarez (Lime Studios)
Media placement: Web Films - YouTube - 31 August 2011

Describe the brief from the client
Originally the client asked us to create a platform that allowed users to describe their favourite Camry moments and memories, detailing their love for America’s best selling car. The site needed to display these stories in a gallery-style format that allowed new intenders, and current owners alike, to browse the wide array of happenings that occurred in partnership with the Toyota Camry. We didn’t want a running list of text-based stories, we wanted to push it further. So we created the Camry effect: a personalised, ever-evolving, choose-your-own-adventure style interactive experience that celebrated the history of Camry, and its owners.

Describe the challenges and key objectives
An experience of this magnitude could have easily taken 9 months to produce – we had 3 months. We wanted the environments to feel premium and comprehensive; personalised to each user. We created a mix of computer generated 3D images as well as physical, miniature, hand-made models.

The key objective was to bring to life this very complex system while making it appear extremely easy and user friendly. The site had to adapt and conform to each user, based on how they answered the questions and told their story. This way we ensured the experience was personalized for each individual.

Describe how you arrived at the final design
Once we had our concept established, we began to pull inspirations and visual references. We created some simple mood boards from select references and began to dive into our own visual explorations. We had a very close collaboration with the digital production company. We would take an initial stab at the layout, then pass it over to them as our day came to an end. They would then put their own spin on it, pushing the visuals in a new direction, and then pass it back. We did this, for many rounds, until we landed on direction that pleased everybody.

Give some indication of how successful the outcome was in the market
The results were nothing short of inspiring:

- 4.6m earned media impressions during Super Bowl weekend, a jump from 17,000 Effects to 80,000 in 3 days.

- 710,000 visitors spending an average of 4 minutes on the site

- 800% spike in real world Camry interest

- 19% more Camry sales leads than pre-campaign.

We also succeeded in creating a community for these Camry owners. The campaign has been regarded as one of Toyota’s most successful and influential ad campaigns in recent history, and the entire team is proud of what we accomplished.