London - Toyota has taken its renowned full-hybrid system and put it in a new, great looking hatchback; the result is the new Auris Hybrid (or "Auris HSD"). The first and only full-hybrid powertrain in the C-Segment. Thanks to Hybrid Synergy Drive technology the car's energy is literally recycled as you drive and stored in the car's battery system.
The new Auris HSD therefore is able to combine a variety of benefits, (such as ultra low emissions, reduced fuel consumption and savings without uncompromised performance, quiet Electric power in EV drive mode) and a complex but highly advantageous technology which needed to be explained in an integrated campaign able to present the car and what it stands for in a clear and simple way across Europe. An interesting but complex challenge for Saatchi & Saatchi, which relied on its International One Agency System to involve the best talents of the network and match the expectations.
The result was a singled minded and engaging campaign under the banner of "Get your energy back", able to translate the easiness and cleverness of the product in different ways: from the touch-screen technique in TV, to the online energy world, through smart print executions. A truly international campaign aired in the whole of Europe, starting from the 1st August.
"We have brought together top creative teams from Saatchi & Saatchi offices in London, Milan, Brussels, Dusseldorf to collaborate on each aspect of the "Get your energy back" campaign for Auris HSD." Says Adrian Caddy, Executive Creative Director, Toyota and Saatchi & Saatchi EMEA. "Each team worked with media briefs specific to each country in Europe, working from the same creative start point, and this has produced some fantastic creativity in TV, print, social media, and experiential activity as the campaign has rolled out."
"I am very happy to see the first concrete results of having a common and shared Marketing platform for Toyota and Saatchi & Saatchi in Europe. This will allow Saatchi & Saatchi to further improve the quality of the work and the efficiency of the production for Toyota in the years to come"- says Giuseppe Caiazza, Managing Director Automotive Business Saatchi & Saatchi EMEA.
View the spot at http://www.youtube.com/watch?v=pTEueuX43YU