YARIS AND THE RSPCA/CANTEEN/THE SALVATION ARMY by Saatchi & Saatchi Sydney for Toyota

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YARIS AND THE RSPCA/CANTEEN/THE SALVATION ARMY

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Industry Cars
Media Direct marketing
Market Australia
Agency Saatchi & Saatchi Sydney
Executive Creative Director Steve Back, Deputy Creative Director
Creative Director Dave Bowman
Art Director Vince Lagana
Copywriter Steve Jackson
Producer Jeremy De Villiers
Released May 2009

Credits & Description

Category: Cars & Automotive Services
Advertiser: TOYOTA MOTOR CORPORATION
Product/Service: YARIS
Agency: SAATCHI & SAATCHI AUSTRALIA
Date of First Appearance: May 3 2009 12:00AM
Entrant Company: SAATCHI & SAATCHI AUSTRALIA, Sydney, AUSTRALIA
Executive Creative Director: Steve Back (Saatchi & Saatchi)
Creative Director: Dave Bowman (Saatchi & Saatchi)
Copywriter: Steve Jackson (Saatchi & Saatchi)
Art Director: Vince Lagana (Saatchi & Saatchi)
Group Business Director: Ben Court (Saatchi & Saatchi)
Business Director: Zoie Bache (Saatchi & Saatchi)
Producer: Jeremy de Villiers (Saatchi & Saatchi)
Media placement: Supersite Billboards - Sydney - May 2009
Media placement: Supersite Billboards - Melbourne - May 2009

Describe the brief/objective of the direct campaign.
Brief: Toyota Yaris is the clever little car that gives you more than you’d ever expect. Audience: New customers. Strategy: The clever Toyota Yaris uses less, but gives more.

Explain why the creative execution was relevant to the product or service.
The outdoor campaign was relevant because it physically demonstrated that the Toyota Yaris uses less and gives more, in an original way that created a lot of interest and goodwill in the community and also created successful results for Toyota and the charities involved.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To demonstrate this we donated 2/3 of our prime outdoor space to a worthy cause, an important Australian charity struggling to make a difference during the worst period of the GFC. Each charity had 4 weeks on prominent billboards, providing exposure to more than 240,000 cars a day.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The response was overwhelming, with exposure to over 7 million cars creating an increase in donations for all three charities and a lot of goodwill for the Toyota brand and the Toyota Yaris. In the highly competitive light passenger vehicle segment, and despite tough times, market share for Toyota Yaris increased to 19.4%, up 2.5% in the 2 months following the outdoor.