Saatchi & Saatchi Düsseldorf launched the campaign for the new YARIS HYBRID from TOYOTA to coincide with the current Toyota Hybrid push, featuring one of the most popular German TV duos: Axel Prahl and Jan-Josef Liefers.
The plot: Prahl invites Liefers to take the new Toyota Yaris Hubrid for a spin. Initially sceptical towards the hybrid, Liefers has to (of course!) admit, that the hybrid drive not only turns out to be quite relaxed and economic, but also fun and dynamic.
10-second-clips urge the audience to try it themselves and visit the nationwide road shows. The TV spot has been running since the 4th of June on all major German TV channels ( SAT.1, PRO 7, Kabel 1, RTL, VOX, n-tv, DMAX, Tele 5 and SPORT1.)
Hybrid enthusiasts of the future will be able to find all desired information about how they can enter a competition to win one of 21 Toyota hybrid models or a cruise in the celebrity cab with Prahl, Liefers and other celebrities via the social media campaigns by Saatchi & Saatchi and on www.hybrid-sommer.de.
The TV campaign is supported by a print campaign and radio spot. All customers can find out more about the hybrid offer through elaborate PoS packages. Further online advertising projects created by the Düsseldorf advertising experts complete the campaign. The print advert is featured in all major circulating magazines and media such as Brigitte, Gala, Schöner Wohnen and Eltern auto motor and sport, Auto Zeitung, Auto Bild and Auto Straßenverkehr.
The following agency team members worked on the campaign: Jens Eberth, Sebastian Bouchoou, Ricarda Dziomba and Angelika Rebentisch in client consultation. Creation: Alexander Reiss, Marco Obermann, Ingmar Krannich, Marko Werth, Thorsten Altmann, Ludger Bott, Günter Glass, Nathaly Neusser, Jean-Pierre Gregor, Till Köster, as well as Michael M. Maschke as Head of Creative Services.
Online: Matthias Krause and Sandra Lipinski in consultation. Martin Cornet, Andreas Gröger and Fabian Haumann for creation. Oliver Burkert, Stefan Krieger as well as Stefan Selge for programming. Film production: JO!SCHMID Filmproduktion GmbH, Director: Martin Schmid Photographer: Michael Haegele
Points of contact at Toyota : Ulrich Selzer (Managing Director), Frank Gründler (General Manager Marketing), Ingo Kahnt (Manager National Communication), Sabine Sageb (National Communication), Marcus van Marwick (Manager BTL and Dealer Communication), Elisabeth Schmitz (Dealer Communication), Anja Klügel (Media) and Wolfgang Beckamp (New Media).
