Toyota - "Party Dress"

Saatchi & Saatchi

Saatchi & Saatchi London, United Kingdom

9849

Title	Party Dress
Agency	Saatchi & Saatchi
Campaign	A Car to Be Proud of - Toyota
Advertiser	Toyota Motor Corporation
Brand	Toyota
Posted	July 2004
Product	Corolla
Business Sector	Cars
Philosophy	In 2002, the ninth generation Toyota Corolla launched into a tough marketplace.
Problem	In 2002, the ninth generation Toyota Corolla launched into a tough marketplace.
Result	Revenue generated surpassed the models 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.
Media Type	Television & Cinema
Length	40 seconds
Market	United Kingdom
Production Company	Outsider
Editing Company	Johnny Bongo
Sound Design Company	Triangle Television
Agency Producer	Emma Scott
Account Executive	Cameron Harland
Creative Director	Tony Granger
Copywriter	Michael Campbell
Art Director	Colin Jones
Producer	Anna Hashmi
Director	Matthijs van Heijningen Jr
Director of Photography (DOP)	Joost van Gelder
Editor	Jonno Griffiths
Sound Design Company	Ben Leeves
Account Planner	Adrian Zambardino
Strategic Planner	Lindsay Parnell
Business Director	Paul Philpott
Board Account Planner	Adrian Zambardino
Advertising Manager	Paul Philpott
Commercial Director	Paul Philpott