| Title | PISSING AROUND |
| Brand | TOYOTA GERMANY |
| Product/Service | AYGO |
| Category |
A01. USE OF PROMOTIONAL STUNTS/ LIVE ADVERTISING/ LIVE SHOWS / CONCERTS & FESTIVALS |
|
Entrant Company
|
SAATCHI & SAATCHI DÜSSELDORF, GERMANY
|
|
Advertising Agency
|
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 Brief
The new generation Toyota Aygo has been launched in market across Europe with the provocative claim „Go fun yourself“. So the German client asked us to develop attention-grabbing ideas building on this that promote the new generation Aygo.
Describe how the promotion developed from concept to implementation
Traditionally new cars get promoted on car fairs, inside airports or with previews at car dealers.
We decided to do things differently: People shouldn’t join us for a preview on the car, but we wanted to join them with the car. And show it to them right where it belongs: in the streets of a big city.
Our concept 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.
Describe the success of the promotion with both client and consumer including some quantifiable results
Aygo orders have massively surpassed the initial forecasts during the market-launch period.
Explain why the method of promotion was most relevant to the product or service
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.