Toyota Promo, Case study SWAGGER WAGON by Saatchi & Saatchi Los Angeles

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Industry Cars
Media Promo & PR, Case study
Market United States
Agency Saatchi & Saatchi Los Angeles
Director Jody Hill
Executive Creative Director Mike Mckay
Creative Director Cd Erich Funke
Art Director Stephan Baik
Copywriter David J Evans V
Producer Jasper Thomlinson D
Editor Teddy Gersten
Released May 2010

Credits & Description

Category: Best Use of Screens
Advertiser: TOYOTA
Product/Service: TOYOTA SIENNA
Date of First Appearance: May 3 2010
Entrant Company: SAATCHI & SAATCHI LA, USA
Executive Creative Director: Mike McKay (Saatchi & Saatchi)
Creative Director: Erich Funke (Saatchi & Saatchi)
Associate Creative Director/Copywriter: Donnell Johnson (Saatchi & Saatchi)
Copywriter: David J. Evans V (Saatchi & Saatchi)
Art Director: Stephan Baik (Saatchi & Saatchi)
Director of Integrated Production/Multimedia: Tanya LeSieur (Saatchi & Saatchi)
Senior Broadcast Producer: Gil DeCuir (Saatchi & Saatchi)
Broadcast Producer: Karena Dacker (Saatchi & Saatchi)
Executive Integrated Producer: David J. Evans V (Saatchi & Saatchi)
Account Director: Steven Sluk (Saatchi & Saatchi)
Planning: Ginny Kollewe (Saatchi & Saatchi)
Executive Producer: Michael Sagol (Caviar Los Angeles)
Producer: Jasper Thomlinson (Caviar Los Angeles)
Director: Jody Hill (Caviar Los Angeles)
Executive Producer: Rob Van (Butcher)
Editor: Teddy Gersten (Butcher)
Music: - (Black Iris)
Mix: Peter Rincon (POP Sound)
Telecine: Siggy Fersti (CO3)
Online/Finish: Ben Looram (Butcher)
Art Director (Logo Design): Matt Titone (Saatchi & Saatchi)
Media placement: TV Campaign - 7 Spots - VH1-Pop Up Video - 3 May 2010
Creative Execution
Minivans are the laughing stock of the automotive world. Not to mention a badge of shame for American who drive it: the parents. It’s a vehicle no one really wants to own but they do so because it’s the right vehicle for families. So it was a huge challenge for Toyota to get parents to actually desire their newly redesigned Sienna much less make it the vehicle people want to talk about.
Results and Effectiveness
As a result of the campaign, to date, the “The Sienna Family” series received over 18 million views. The Swagger Wagon video, alone, has garnered close to 9 million. Hundreds of families across the country have created their own Swagger Wagon video. News agencies have called the work the reason behind the “rebirth of the minivan” in America. But more importantly, the sales of the 2011 Sienna greatly exceeded yearly sales expectations by almost 20%.