Del Campo Saatchi & Saatchi Uncover What Lies Beneath a Toyota Hood to Reveal ‘Mysterious Stories’

Toyotas are so reliable that there is rarely a need for a driver to open the hood of the car and take a look. What lies beneath remains a mystery. So Del Campo Saatchi & Saatchi Madrid developed a mobile app to reveal the mysterious stories to be found inside.

The app recognises any Toyota model by license plate recognition and renders it exactly, same colour, same model, same license plate. The hood then opens to uncover the inside story. There are an assortment of stories hidden inside; an intimate moment between two lovers, a surprise birthday party, suspicious behaviour involving men in dark suits and a sneaky peek at a couple of Hollywood legends.

The application has become the second most popular download from the Apple Store Spain with 100,000 downloads, and number 1 on Google Play Spain.

The idea was developed by Maxi Itzkoff and Mariano Serkin, Chief Creative Officers Saatchi Europe. Commenting on the success of the app, they both agreed that: “We are very proud we beat Candy Crush at least for a week.”

The app is part of an integrated campaign which turns Toyotas into a new media channel. As well as the app, other elements of the campaign contain three TV spots, print, outdoor and digital.

TITLE “MYSTERIOUS STORIES”

AGENCY: Del Campo Saatchi & Saatchi Madrid.
CLIENT: Toyota Spain
CHIEF CREATIVE OFFICER: Maxi Itzkoff / Mariano Serkin.
CREATIVE TEAM: Álvaro López / Martin Subercaseaux
CREATIVE TEAM (STORIES): Fernando Dominguez / Angela Pacheco / Ignacio Inigo.
HEAD OF STRATEGY: Ana García Salinas.
DIGITAL DIRECTOR: Verónica Barba.
ACCOUNT TEAM: Juan Comba / Carmen Mayor.
DIGITAL DEVELOPER: The Lion.
DIGITAL MANAGER: Hugo de León.
PRODUCTION COMPANY: Agosto Films.
DIRECTOR: Diego & Vladi.
DOP: Paco Femenía / Pancho Alcaine.
MUSIC: Circle of sound.
CLIENT: Francisco Berrocal / Francisco Palma / David Suárez.

About Saatchi & Saatchi
Part of the Publicis Groupe, the 3rd largest communications holding company worldwide, Saatchi & Saatchi’s Network clients include Diageo, Carlsberg, General Mills, HSBC, Lenovo, Mead Johnson, Mondelez International, Novartis, Procter & Gamble, T-Mobile, Toyota and Visa Europe. With 130 offices and over 6000 employees, Saatchi & Saatchi is known for its outstanding creative ideas that generate powerful emotional connections between consumers and products. This is a key element in Lovemarks, Saatchi & Saatchi’s unique methodology for elevating the status of brands by creating ‘loyalty beyond reason’and ‘inspirational consumers’.
www.saatchi.com