UNCHARTED 2 by Saatchi & Saatchi Los Angeles for Toyota

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UNCHARTED 2

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Industry Cars
Media Promo & PR, Case study
Market United States
Agency Saatchi & Saatchi Los Angeles
Associate Creative Director Ron Thompson
Executive Creative Director Mike Mckay
Creative Director Scott Huebscher
Art Director Chris Pierantozzi
Released October 2009

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: TOYOTA MOTOR SALES USA
Product/Service: 4RUNNER
Agency: SAATCHI & SAATCHI LA
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: SAATCHI & SAATCHI LA, USA
Executive Communications Director: John Lisko (Saatchi & Saatchi LA)
Interactive Communications Director: Clifton Atkinson (Saatchi & Saatchi LA)
Interactive Associate Communications Director: Chris Nicholls (Saatchi & Saatchi LA)
Interactive Media Supervisor: Christopher Thornton (Saatchi & Saatchi LA)
Interactive Media Planner: Adam Bauer (Saatchi & Saatchi LA)
Executive Creative Director: Mike McKay (Saatchi & Saatchi LA)
Creative Director: Scott Huebscher (Saatchi & Saatchi LA)
Associate Creative Director: Ron Thompson (Saatchi & Saatchi LA)
Account Director: Steve Sluk (Saatchi & Saatchi LA)
Group Director, Strategic Planning: Ginny Kollewe (Saatchi & Saatchi LA)
Art Director: Chris Pierantozzi (Saatchi & Saatchi LA)
Interactive Account Supervisor: Rebecca Albert (Saatchi & Saatchi LA)
Strategic Planning Director: Evan Ferrari (Saatchi & Saatchi LA)
Account Executive: Bonnie Chung (Sony)
Account Manager: Marni Epstein (Sony)
Media placement: Gaming - Playstation Network Motion Comic - 1/10/2009
Media placement: Gaming - Playstating Network HOME Uncharted 2 Tibetan Marketplace Vehicle Integration - 1/10/2009
Media placement: Gaming - Playstation Network Banners - 1/10/2009
Media placement: Gaming - Downloadable Wallpapers And XMB Themes - 1/10/2009
Media placement: Gaming - Uncharted 2/4Runner Brand Channel - 1/10/2009

Results and Effectiveness
The 4Runner-Uncharted 2 partnership was successful in generating lifts in purchase consideration among SUV intenders and increased favourability. As the first automotive partner ever on the PlayStation Network, our brand channel attracted over 1.2 million visits with users, exceeding our goal by 140%. We also had over 270,000 motion comic downloads exceeding our goal of 60,000. Over 230,000 users visited the Uncharted 2 HOME space spending an average of 16 minutes per visit. Year To-Date sales (since March 2009) are up 140% & projected unit sales for 2010 are 47,040 units (34% above the sales goal).

Creative Execution
We leveraged the Uncharted 2 brand channel on the PlayStation Network and provided gamers with unique co-branded wallpaper skins, behind-the-scenes videos of the game, and motion comics, a first ever for any advertiser in the gaming space. The motion comic series was a highly coveted piece of content among Uncharted fans that seamlessly integrated the 4Runner and featured the main characters of the game. The integration highlighted capabilities of the vehicle including performance and cargo space. We promoted the channel and content across the PlayStation Network’s base of 24 million users. We also integrated 4Runner into Uncharted 2’s PlayStation HOME Tibetan Market space, we positioned a highly visible 3D-rendered model of the 4Runner that rewarded user interaction with a special item for their HOME avatars that tied back to game play.

Insights, Strategy & the Idea
Being the auto-exclusive partner for Uncharted 2, one of the biggest game launches and IGN’s Game-of-the-Year provided a unique opportunity to help achieve campaign objectives of increasing awareness of key brand attributes. By leveraging the visual nature of the game being set in the rugged Himalayan Mountains were able to communicate important capabilities of the 4Runner including cargo space, performance and durability. Custom research helped understand how and why today’s Social Outdoorsman uses media and technology. The study revealed the 4Runner target to be an authority on new media and uses gaming to connect with friends. We also knew that gamers appreciated downloadable content for a deeper experience.