| Title | ONE RESULT GOOGLE SEARCH |
| Brand | TOYOTA DK |
| Product/Service | TOYOTA HYBRID |
| Category |
B02. BEST LOW BUDGET CAMPAIGN |
|
Entrant Company
|
SAATCHI & SAATCHI Copenhagen, DENMARK
|
|
Advertising Agency
|
SAATCHI & SAATCHI Copenhagen, DENMARK
|
|
Media Agency
|
MEDIABROKER Copenhagen, DENMARK
|
|
Production Company
|
SEARCUS Copenhagen, DENMARK
|
Credits
| Jason Mendes |
Saatchi/Saatchi Nordics |
Executive Creative Director |
| Regner Lotz |
Saatchi/Saatchi Nordics |
Creative |
| Jesper Isholm |
Saatchi/Saatchi Nordics |
Creative |
| Rikke Wichmann Bruun |
Saatchi/Saatchi DK |
Account Director |
| Jacob Hagemann |
Searcus |
Technique |
| Neela Menik Wedage |
Saatchi/Saatchi DK |
Editor/Animation |
| Camilla Berlick |
Saatchi/Saatchi DK |
Editor/Animation |
| Martin Gjerløff |
Saatchi/Saatchi DK |
Strategic Director |
| Diana Wellendorf |
Saatchi/Saatchi DK |
Account Manager |
The Brief
The brief was to use Toyota Hybrid's USP's to raise awareness of Toyota's innovative Hybrid
technology in Denmark and drive Traffic to www.toyota,dk. With a very tight budget.
The target audience was drawn from predominately new users.
Agency Insight:
Today, most people start their search for a new car online, so that's were we started.
Agency Idea:
With so many unique USP'S, when it comes to Hybrid, there should only be one choice. Toyota.
Creative Execution
It was relevant because people start their search for new cars online, no where else ... and
because we added a digital element to the campaign we drove people directly to where they
begin, on google, making our point right before their eyes and controlling where the went from
there.
It's appropriate because a digital platform is the most technologically advanced medium in advertising, by playing with that and using it to our advantage, it sat comfortably with one of the most technologically advanced cars in the world.
And using google this way, to our knowledge, has never been done before.
Describe the creative solution to the brief/objective.
We Googled exact sentences about hybrid cars that would produce 0 results.
Then we constructed unique Toyota web pages containing these exact sentences allowing Google to automatically index them.
Now there was only one result. Toyota Hybrid.
We then used small space print ads and banner ads inviting people search Google for our sentences.
We had to run new headlines every two days as lots of people, not only went to Toyota Hybrid but started blogging about the campaign, thus creating more than one result. By running a new headline every two days we were able to stay ahead of Google's automatic indexing and maintain only one result when our newspaper ads ran.
Results
The audience responded rather favourably - traffic to Toyota's Hybrid site was up, on average, 294% ... and up almost 100% in sales during the campaign period. For a tiny budget that was a remarkable return.