Agency: Saatchi & Saatchi |
Toyota – Yaris Hatch Back Launch
Winner: Off to A Good Start – Gold
EXECUTIVE SUMMARY
Business Results Period (Consecutive Months): October 2005–Present
Start of Advertising/Communication Effort: September 2005
Base of Period of Comparison: Echo Hatchback Launch 2003
This is the story of how Toyota Canada's smallest car ever became their greatest launch ever.
We knew we couldn't sell Yaris as a sub-compact; we had to present it as a lifestyle choice. The launch was developed around a metaphorical character named Uncle Yaris. He had many of the values and attributes of the car itself....