| Title | EVERLASTING LOVE |
| Brand | TOYOTA DEUTSCHLAND |
| Product/Service | NEU BLEIBT NEU |
| Category |
B04. Use of Original Composition for a Brand or Campaign |
|
Entrant
|
SAATCHI & SAATCHI DÜSSELDORF, GERMANY
|
|
Idea Creation
|
SAATCHI & SAATCHI DÜSSELDORF, GERMANY
|
Credits
| Alexander Reiss |
Saatchi & Saatchi Düsseldorf |
ECD |
| Torsten Pollmann |
Saatchi & Saatchi Düsseldorf |
Group CD |
| Marko Werth |
Saatchi & Saatchi Düsseldorf |
Copywriter |
| Jean-Pierre Gregor |
Saatchi & Saatchi Düsseldorf |
CD |
| Michael M. Maschke |
Saatchi & Saatchi Düsseldorf |
Head of Creative Services |
| René Menzel |
Saatchi & Saatchi Düsseldorf |
MD |
| Dirk Otto |
Saatchi & Saatchi Düsseldorf |
Management Supervisor |
| Celine Menzen |
Saatchi & Saatchi Düsseldorf |
Account Executive |
| Sevilay Gökkaya |
Toyota Deutschland |
General Manager Marketing |
| Niels Klamma |
Toyota Deutschland |
Head of Communications |
| Elke Pietzner |
Toyota Kreditbank |
Manager Customer Communication |
| Anders Jedenfors |
Acne |
Director |
| Kai Stöcker |
Acne |
Executive Producer |
| David Skrotzki |
Acne |
Producer |
| Agnes Landen |
Acne |
Line Producer |
| Henan Wensink |
henanX |
MD |
| Team Berlin |
Chimney Berlin |
Post Production |
| Wolfgang Lechenmayr |
henanX |
Music Composer |
| Ossi Schaller |
henanX |
Music Performance |
The Campaign
At a certain point in time everyone looks back at his or her life. In this film a pleasant, elderly gentleman called Heinz lets his thoughts wander around while sitting in his living room. Travelling through the decades of Heinz’ life his old but reliable Toyota was always at his side. Suddenly he realizes: a bit more variety would have been nice!
Creative Execution
The story named ‘Everlasting Love’ is told in a 90’’ film with the intention of promoting Toyota’s financing offer called ‘NEU bleibt NEU’. Thanks to this innovative offer the customer can return his Toyota every three years and gets a new one. This way the customer stays up-to-date and benefits from the latest technology and design of the brand.
The campaign focuses on younger, digitally savvy new customers. This target group appreciates owning the latest technology on the market and a lack of consumer patience. They often associate longevity with boredom. The film also addresses existing customers who appreciate the reliability that Toyota has become known for. The film can be watched on the campaign landing page www.nichtwieheinz.de. It’s also being spread online through social media.
- 411.064 completed views
- 3,02% interaction rate
- 1,67% CTR
- 55,95% complete rate
- 0,12% share rate
The compostion consist of two different styles of music. The first part dramatizes the apparently melancholic mood of the story. After the stories' twist we change the music into an entertaining promotional style with a twinkle in the eye. Both musics composed together underline the humouristic intention of the film.
A Toyota is made to last forever. But for those of us who don’t want to wait forever there is ‘NEU bleibt NEU’. It’s a good springboard to load up the actual financing product with emotions. With the film ‘Everlasting Love’ we show with a wink that Toyota customers can have both: a new car and a reliable partner for life.