Toyota Promo, Case study YARIS MADE IN FRANCE by Saatchi & Saatchi + Duke
 France

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YARIS MADE IN FRANCE

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Industry Cars
Media Promo & PR, Case study
Market France
Agency Saatchi & Saatchi + Duke
 France
Director Rudi Rosenberg
Creative Director Nicolas Taubes
Art Director Julien Chesné
Copywriter Eric Auvinet
Producer Geneviève Triquet
Released August 2011

Credits & Description

Category: Automotive and Transport
Advertiser: TOYOTA
Product/Service: TOYOTA YARIS
Agency: SAATCHI & SAATCHI FRANCE
Chief Executive Officer: Elie Ohayon (Saatchi & Saatchi)
Creative Director: Nicolas Taubes (Saatchi & Saatchi)
Art Director: Julien Chesne (Saatchi & Saatchi)
Copywriter: Eric Auvinet (Saatchi & Saatchi)
Deputy Managing Director: Jean-Baptiste Herman (Saatchi & Saatchi)
Group Account Director: Stéphane Pellegrini (Saatchi & Saatchi)
Account Director: Julie Ricart (Saatchi & Saatchi)
Account Director: Sophie Bowen (Saatchi & Saatchi)
Account Executive: Léa Guyomard (Saatchi & Saatchi)
Digital Deputy Managing Director: Arno Pons (Saatchi & Saatchi)
Digital Account Director: Anne-Laure Chapelain (Saatchi & Saatchi)
TV Producer: Martine Joly (Wam)
Director: Rudi Rosenberg (Télécréateurs)
Producer: Geneviève Triquet (Télécréateurs)
Media placement: Digital Teasers - - 29 August - 4 September 2011
Media placement: Online Reveal - Fr.yahoo.com, www.20minutes.fr - 5 - 11 September 2011
Media placement: Micro Site - - 5 September 2011
Media placement: TV Commercial - TF1 ; France 2 ; France 3 ; France 5 ; Canal + ; M6 ; TMC ; NT1 ; NRJ 12 ; W9 ; Paris Première ; Tév - 11 September - 3 October 2011
Media placement: Press - - 8 September - 31 December 2011
Media placement: Outdoor Print - - 20 - 26 September 2011
Media placement: Online Banners - - 5 September - 16 October 2011

Summary of the Campaign
The 2011 Toyota campaign was more than promoting the launch of the new Yaris model: it was about anticipating an upcoming topic that was going to get everybody talking and igniting its spark.

We wanted to tackle a national issue, one that we were legitimate to bring up: production relocation and employment. Why? Because as French carmakers relocate, Toyota produces the Yaris in France, calling upon thousands of French employees.

As a result, the Japanese brand is at the head of the most successful car plant in France and contributes to maintaining employment.

To get the topic of 'Made in France' in the media landscape, we decided to use humour and the international exposure of French brands.

An 360 campaign was created, which Jean-Michel, a foresighted Toyota dealer was enrolled and was featured preparing for the touristic rush this new French specialty would create.

Teasers created intrigue, the reveal was played out on the internet, TV and radio, and a Facebook app was created to test people’s knowledge of French icons by challenging their assumptions.

As predicted, the 'Made in France' label became one of the hot topics of all politicians and journalists. Thousands of articles and news channels picked up the story in the months following the campaign. Toyota dealerships received an unprecedented number of visits and average monthly sales of the Yaris doubled.

Thanks to our embodiment of the concept, even the President cited Toyota as an exemplary model!

The Situation
Employment is a top concern for the French; people feel like brands are taking their jobs away as most of their national companies relocate, including the 3 French car giants.

Interestingly enough, this trio dominates the market partly because people believe they are made for the French by the French.

It turns out, it’s a foreign brand that runs the most successful French plant. The French Toyota plant, based in Valenciennes exclusively produces the new Yaris, making this model, one of the last small cars still being produced in France.

The Goal
We wanted to open people’s eyes to the real situation and set the record straight: people’s unconditional love for all things French was about to have them foster a Japanese brand like one of their own.

Transparency was the only way we were ever going to win our way into the minds and hearts of the French and combat the perception of foreign brands being cold and ruthless, entering a European markets only to sell their products.

The Strategy
To get the topic of 'Made in France' in the media landscape, we decided to use humour and cater to the international exposure of French brands and what they conjure in the collective imaginary. French specialties attract tourists from all over the world, e.g. the Vuitton latest it-bag and Chanel n°5.

We enrolled Jean-Michel, a foresighted Toyota dealer preparing for the touristic rush this new French must see would create.

Execution
We not only wanted to promote the brand, we wanted to create a movement, which is why we chose to seed information on the web thanks to teasers that featured Jean-Michel, learning different languages day after day.

After a week, we revealed he was actually a foresighted Toyota dealer preparing to welcome tourists, who came from all over the world, to discover the 'Made in France' Toyota.

Banners would direct people to a mini site where Jean-Michel described the features of the new Yaris in a fun way.

A Facebook quiz was developed to test users’ knowledge of what is made in France and what is not among a variety of commonly assumed French icons.

Even Toyota dealerships were dressed up as tourist attractions.

Documented Results
As predicted, the 'Made in France' label became one of the hot topics of all politicians and journalists. The number of articles mentioning the 'Made in France' label soon went through the roof with over 3,400 articles, 1,200 TV shows and 1,500 radio shows taking on the subject.

Thanks to our embodiment of the concept, Toyota was cited as an exemplary model by important social and political figures, the most significant being the French president.

With such tremendous PR, Toyota web traffic increased by 71% and dealership visits by 121%, and average monthly sales doubled.