The Toyota Europe team at Saatchi & Saatchi have launched a new Pan-European campaign for Toyota Yaris Hybrid
Called ‘The Musical City’, the campaign shows that driving the new Yaris Hybrid makes drivers so happy that they feel compelled to sing
To make the film for the campaign, the centre of Prague was turned into a playlist by replacing the street names with song titles. The Yaris hybrid stereo was connected to the GPS system and each time the car drove into a different street, it triggered a new song according to the name of that street. The drivers had the opportunity to choose what to sing by choosing which route to drive. The best performers were selected to appear on the TV spot which launches in Poland, UK, Czech Republic, Sweden, France, Hungary, Italy, Denmark, Germany and Spain from 30th July.
Stéphane Rydlewski, Campaign Development for Toyota Motor Europe said: “Saatchi & Saatchi’s challenge was to bring to life the positive emotions felt when driving a Yaris Hybrid. And what is more natural when you feel good in a car, than to sing! The result speaks for itself. Pure emotion. Pure happiness and highly contagious; I must confess I can’t help but sing when I watch it.”
EMEA Creative Team
“We believe that with this campaign, Saatchi & Saatchi have reached another significant milestone in our ever-widening journey with Toyota; a journey that has successfully positioned Toyota and our happy drivers together in people’s minds, thanks to its leading hybrid technology. As a result, Toyota is now the Lovemark of choice for more and more people.”
Toyota Motor Europe NV/SA (TME) oversees the wholesale sales and marketing of Toyota and Lexus vehicles, parts and accessories, and Toyota’s European manufacturing and engineering operations. Toyota directly and indirectly employs around 94,000 people in Europe and has invested over EUR 8 billion since 1990. Toyota’s operations in Europe are supported by a network of 30 National Marketing and Sales Companies across 56 countries, a total of around 3,000 sales outlets, and nine manufacturing plants. In 2013, Toyota sold 847,540 Toyota and Lexus vehicles in Europe. For more information, visit www.toyota-europe.com
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’.
