Title | Dogs |
Agency | Saatchi & Saatchi |
Campaign | A Car to Be Proud of - Toyota |
Advertiser | Toyota Motor Corporation |
Brand | Toyota |
Posted | August 2004 |
Product | Corolla |
Business Sector | Cars |
Tagline | Corolla. A car to proud of. |
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 | |
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 |