APPETITE FOR LIFE by M&C Saatchi Los Angeles for Toyota

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APPETITE FOR LIFE

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Industry Cars
Media Promo & PR, Case study
Market United States
Agency M&C Saatchi Los Angeles
Creative Director Scott Huebscher
Art Director Brian Frisk
Released May 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: TOYOTA MOTOR SALES USA
Product/Service: VENZA
Agency: SAATCHI & SAATCHI LA
Date of First Appearance: May 15 2009 12:00AM
Entrant Company: SAATCHI & SAATCHI LA, USA
Entry URL: http://appetiteforlife.msn.com/
John Lisko: John Lisko (Saatchi & Saatchi LA)
Group Media Director: Bruce McDermott (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)
Creative Director: Scott Huebscher (Saatchi & Saatchi LA)
Rebecca Albert: Rebecca Albert (Saatchi & Saatchi LA)
Strategic Planning Group Director: Ginny Kollewe (Saatchi & Saatchi LA)
Strategic Planning Director: Evan Ferrari (Saatchi & Saatchi LA)
Account Director: Steven Sluk (Saatchi & Saatchi LA)
Art Director: Brian Frisk (Saatchi & Saatchi LA)
Account Executive: Kristen Hoy (Saatchi & Saatchi LA)
Junior Account Planner: Shawn Bohigian (Saatchi & Saatchi LA)
Branded Entertainment Experiences Team: Russ Axelrod (Microsoft)
Regional Sales Manager: Craig Carney (Microsoft)
Executive Producer: Jared Tobman (Reveille Productions)
Account Executive: Matt Feoderoff (Microsoft)
Media placement: Online - Appetite for Life Web Site - 15 May 2009
Media placement: Mobile - Appetite for Life WAP Site - 15 May 2009

Results and Effectiveness
ATTITUDINAL A Dynamic Logic study revealed lifts in awareness of key features including refined styling (∆5.9,) low profile/commanding view (∆6.3,) spacious interior (∆4.6,) and functional cargo space (∆3.3). We also saw lifts exceeding market norms for an all new vehicle launch for brand favourability: ∆4.7 (Goal: ∆2.4,) intent to seek information: ∆3.4 (Goal: ∆0.4,) purchase consideration: ∆2.7 (Goal: ∆2.6). ENGAGEMENT Appetite for Life drew 3.4 million visitors, exceeding our goal by 40%. Visitors spent an average of 4 minutes per visit exceeding our goal by 60% and over 14% returned to spend over 10 minutes exceeding our goal by 90%.

Creative Execution
Through a culinary and travel lens, Appetite for Life follows Andrew Zimmern, of the Travel Channel’s Bizarre Foods, on a road trip around the US to meet active boomers pursuing their passions, and learning about unique places along the way. As Andrew travels the country, he highlights key features of the Venza in an organic fashion – from utilising the GPS navigation to get from an Iron Chef’s restaurant to the Boston Pops Symphony, to loading wine into the vehicle with the remote cargo opener. Andrew visited twelve city’s across the country for a total of 24 original episodes. The site also contained useful tools including a custom road trip generator, articles that showcase the cities visited, and functionality to share the content across various social media platforms. Users could also text the locations Andrew visited to their mobile devices.

Insights, Strategy & the Idea
To successfully launch an all-new vehicle in an already crowded segment (Venza was the 51st entry,) we needed our target audience of active boomers to discover and become aware of specific features and benefits of Venza as measured by time spent with brand and lifts in awareness and brand attributes. Focus group research told us our target was comfortable with time shifting technology and interactive media, so the traditional thirty-second spot wasn’t going to be enough for people to consider this vehicle. Thus, we partnered with MSN to create a TV network-worthy culinary and travel web-video series leveraging two key passion areas in the lives of our target: Food and travel. By seamlessly integrating the vehicle into and around the show, we were able to encourage discovery of Venza features in a highly attractive and contextually relevant venue.