Toyota - Yaris Hatch Back Launch

This is the story of how Toyota Canada's smallest car ever became its greatest launch ever. The campaign was based on the realisation that the company couldn't sell Yaris as a sub-compact; it had to present it as a lifestyle choice.
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....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands