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...

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