Düsseldorf - Saatchi & Saatchi
continues its award success in 2013: claiming a silver GWA Effie for the Toyota
campaign ‘Hybrid Summer’, the creatives from the Düsseldorf office won another
hot trophy for the network.
The long-standing customer Toyota is also pleased
about the award: "The Effie is a wonderful acknowledgment of the good and
creative collaboration with Saatchi & Saatchi Düsseldorf and all
collaborating agencies," said Marcus van Marwick, Marketing Communications
Manager at Toyota Germany. "This proves that longterm relationships can be
In the category ‘Automotive' Saatchi & Saatchi convinced the jury of the effectiveness of the campaign, which was present on TV, online and in print media. With the ‘Hybrid Summer’ campaign the agency highlighted the market launch of the new Toyota Yaris. Additionally, the creatives generated a higher rate of acknowledgement and understanding for the innovative Toyota hybrid technology. Always in the center of the activities: The ‘odd couple’ Jan Josef Liefers and Axel Prahl - the famous commissioners out of the German TV series ‘Tatort’. "The two authentic protagonists remain true to their series characters in the commercials. This is substantial for the success of the campaign," said Alexander Reiss, Executive Creative Director at Saatchi & Saatchi Düsseldorf.
And René Menzel, Deputy Managing Director at Saatchi & Saatchi Düsseldorf, added: "The award is further proof of the good work done by the team in Düsseldorf for clients such as Toyota and Lexus."
To date Saatchi & Saatchi has produced 10 Toyota commercials with Liefers and Prahl for TV and web, which were also awarded by the ADC Germany.