| Title | PISSING AROUND |
| Brand | TOYOTA GERMANY |
| Product/Service | AYGO |
| Category |
A05. LIVE EXPERIENCE |
|
Entrant Company
|
SAATCHI & SAATCHI DÜSSELDORF, GERMANY
|
|
Contributing Company
|
SAATCHI & SAATCHI DÜSSELDORF, GERMANY
|
|
Production Company
|
LOVESTONE FILM Berlin, GERMANY
|
Credits
| Alexander Reiss |
Saatchi/Saatchi Düsseldorf |
Executive Creative Director |
| Daniel Grether |
Saatchi/Saatchi Düsseldorf |
Creative Director |
| Claus Lieck |
Saatchi/Saatchi Düsseldorf |
Art Director |
| Nathaly Neusser |
Saatchi/Saatchi Düsseldorf |
Art Director |
| Jean Pierre Gregor |
Saatchi/Saatchi Düsseldorf |
Art Director |
| Tanja Dringenberg |
Saatchi/Saatchi Düsseldorf |
Copywriter |
| Michael M. Maschke |
Saatchi/Saatchi Düsseldorf |
Executive Producer |
| Lewi |
Lovestone Film/Berlin |
Director |
| René Menzel |
Saatchi/Saatchi Düsseldorf |
Managing Director |
| Pascal Becker |
Saatchi/Saatchi Düsseldorf |
Account Director |
The Campaign
Branded Entertainment in the car industry in Germany is either very educational (tests, premiers, technology demonstrations) or dominated by event activities (alike motosport, sailing, tennis, golf). But we wanted to win a young (young at heart) target audience that isn’t up for information but for entertainment. People that love comedies or content alike “Top Gear”
Results
The new generation Toyota Aygo has been launched in market across Europe with the provocative claim „Go fun yourself“. So the German client asked Saatchi & Saatchi Düsseldorf to develop attention-grabbing ideas building on this. Our answer has been a concept that actually focuses the car’s attitude instead of it’s features: The Aygo is the car of choice suited to those that don’t take themselves too seriously and that know how to be playful and have fun.
With „Aygo. Pissing around.“ this attitude comes alive in a spectacular and unseen way: A new generation Aygo drives through the streets of the Germany’s capitol Berlin - and gives a statement to anyone, that spoils its (and our) fun: party pooper get peed. For this one Aygo got customized so he can literally „lift a leg“ and pee.
With this car we drove through Berlin, Germany’s biggest and most attended city, for several days and constantly allowed people to experience live what the new generation Aygo stands for: Fun.
Owned media, Youtube, Facebook posts, Blogs, Special interest press
More than 575.000 Youtube views without any paid seeding. Aygo orders have massively surpassed the initial forecasts during the market-launch period.