| Title | ONE RESULT GOOGLE SEARCH |
| Brand | TOYOTA DK |
| Product/Service | TOYOTA HYBRID |
| Category |
A09. INNOVATIVE USE OF TECHNOLOGY |
|
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 |
|
Strategic Director |
| Diana Wellendorf |
Saatchi/Saatchi DK |
Account Manager |
Creative Execution
We Googled exact sentences relating to the product benefits about Toyota's 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 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.
Traffic to Toyota's Hybrid pages was up on average 294% ... and sales we up almost 100% during the campaign period. For a tiny budget that was a remarkable return.
The brief: 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.
Agency Insight of target audience:
Today, most people start their search for a new car online.
So, thats where we started.
Agency Idea:
With so many unique USP'S, when it comes to Hybrid, there should only be one choice. Toyota.