Toyota Film PARTY DRESS by Saatchi & Saatchi London

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PARTY DRESS

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Industry Cars
Media Film
Market United Kingdom
Agency Saatchi & Saatchi London
Released January 2004

Awards

Cannes Lions 2004
Film - Silver

Credits & Description

In 2002, the ninth generation Toyota Corolla launched into a tough marketplace.
Philosophy/Solution

In 2002, the ninth generation Toyota Corolla launched into a tough marketplace.
Results

Revenue generated surpassed the model’s previous (1997) successful launch by £99m over the first two years. Advertising ROI was £4.58 for every extra £1 invested. A value product became a valued brand. How? By identifying and targeting a new, more lucrative consumer segment. Creating a campaign ‘A car to be proud of’ that sold emotion, not features. Investing ingeniously in communications.
Title "Party Dress"
Agency Saatchi & Saatchi
City London
Production Company: Outsider
Advertiser Toyota Motor Corporation
Brand Name Toyota
Product Name Corolla
Business Sector Cars
Market United Kingdom
Country of Production United Kingdom
Language English
Type Television & Cinema

Creative Director Tony Granger
Art Director Colin Jones
Copywriter Michael Campbell
Director Matthijs van Heijningen
Director of Photography Joost van Gelder
Producer Anna Hashmi
Account Executive Cameron Harland
Account Planner Adrian Zambardino
Strategic Planner Lindsay Parnell
Agency Producer Emma Scott
Business Director Paul Philpott
Editor Jonno Griffiths
Editing Company Johnny Bongo
Sound Designer Ben Leeves
Sound Design Company Triangle Television
Advertising Manager Paul Philpott
Board Account Planner Adrian Zambardino
Commercial Director Paul Philpott