Online and Offline, the Saatchi and Saatchi Advertising Campaign Looks Good
The campaign for the Toyata Yaris is one to watch.
Now, I need to say that I’m a fan of Toyota’s advertising already. Did you see their Whyville/Scion integration?
However, the Scion didn’t have this level of online support, even with the Whyville implementation that is admittedly very nice.
First I’ll point you to the fact that they own the name well online and their MySpace page is nicely done (and visited). Note the ability to download non-Yaris backgrounds on the page and the fact that they have 56K friends along with a well-used forum on one of the prettiest MySpace pages I’ve seen yet. They’ve launched a large advertising campaign offline as well, attacking print, video, tv, radio, mobile phones and the like.
Also, I’ll point you to their plans to launch an arcade game on XBox LIVE! (racing, obviously) and their well designed website as well. However, what I am most impressed with is their virtual driving tour. Have you seen this? You can visit the Yaris Virtual Test Drive in one of three cities at present (2 more are upcoming). The video has 4 camera angles and offers a low or high resolution that really shows off the car and the city that you are virtually visiting. Now, this offers up real value to most anyone as they can check out a city that they may never get a chance to visit. Of course, were it me I’d have done these things as well:
Selection of Driving Music
Several MP3s to choose from would have been more fun and would have allowed further customization (and further daydreaming about yourself in the car). Some Arctic Monkeys, Black Angels, etc.
Customizable Bumper Stickers
This relatively easy to do and would really improve the daydreaming aspects (as would some rearview mirror accessories). Can’t you just see teens exchanging the screenshots of their particularly funny quips. Something like, Bump This Sticker or I’d Rather Be DIGGing.
An RSS Feed
Why not offer up an RSS feed so that when new cities come available you can find out. You could even write up a fictional account of the trip that the car owner is taking. And, the fact that the site had an RSS feed would get great coverage on the niche blogs and would really drive traffic (no pun intended) and drive conversation quickly. Can you just see the vidcasters discussing this? It’d be an instant hit.
All in all the campaign is very hip, very cool and with some tweaks could be even better. Kudos to Saatchi and Saatchi and the ever-innovative team at Toyota.