A GOOD USE OF SPACE by Saatchi & Saatchi Sydney for Toyota

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A GOOD USE OF SPACE

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Industry Cars
Media Promo & PR, Case study
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 & THE RSPCA/CANTEEN/THE SALVATION ARMY
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 Account Director: Ben Court (Saatchi & Saatchi)
Account 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

Results and Effectiveness
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.

Creative Execution
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.

Insights, Strategy & the Idea
Objective: Increase sales of the Toyota Yaris in the highly competitive light passenger vehicle segment, during the middle of the GFC. Audience: People looking for a smaller, cheaper car to buy and run but one that still gives them great value for money. Insight: The clever Toyota Yaris uses less, but gives you more. The outdoor campaign was relevant because it physically demonstrated that the Toyota Yaris uses less and gives more, exactly what the small car owner is after.