Saatchi & Saatchi demonstrates the versatility of the new Verso-S
23 MAR 2011
Düsseldorf. Under the slogan "Versatile as your life" Saatchi & Saatchi presents the new Toyota Verso-S. The campaign by the Düsseldorf creatives puts the high variability of the interior of the innovative compact van into focus. Again Saatchi & Saatchi Düsseldorf was able to assert itself in an international pitch among several Saatchi offices. Further to Germany, the campaign will at first also be aired in Austria, France and Switzerland.
With the Verso-S, Toyota introduces a new segment to its model range: the minivan. Agile, economical and versatile, the Verso-S is in line with the spirit of the times and attracts a broad target group. The TV spot, which Saatchi & Saatchi developed, champions the car's features. At less than 4 metres long, the Verso-S is up to almost all transport jobs. At the same time the compact size and the low fuel consumption reassures customers that they have made the right purchase decision. "With the Yaris Verso in 1999, Toyota helped to establish the segment of minivans. The campaign will ensure Verso-S will continue its success story", explains André Schmidt, General Manager Marketing Toyota Germany.
The TV execution will be accompanied by a press campaign that puts the versatility of the Verso-S into its focus. True to the slogan of the Verso-S: "Versatile as your life", the Düsseldorf agency also developed a below-the-line-package for trade. Clients of the car dealership will be informed about the advantages of the compact van also by PoS material, posters and trade ads. With a nationwide radio spot Saatchi & Saatchi successfully communicates the topic of versatility. The online campaign also comes from the Düsseldorf creatives and the impressive mini-site www.toyota.de/verso-s-erleben presents merits of the car on the highest technical level. Preroll ads and banners complete the communication package.
The 20-second and 30-second long TVC's are aired on stations like SAT.1, PRO 7, Kabel 1, RTL, S-RTL, VOX, n-tv, DMAX, RTL 2 and SPORT1. The accompanying press ads are published in high-circulation magazines such as Stern, Brigitte, Cicero, Schöner Wohnen and Living at home as well as auto motor und sport, Auto Zeitung, Auto Bild and Autostraßenverkehr.
On the agency's side the campaign was realised on the account part by Heike Beckmann, Julia Böker, Sandra Fell, Elli Frank, Marco Golbach, Matthias Kossmann, Angelika Rebentisch and Tobias Schiwek; on the creative part by Thorsten Altmann, Juliane Blersch, Björn Brzeske, Martin Cornet, Martin van den Hoogen, Till Köster, Michael Lorscheider, Yvonne Miss, Marco Obermann and Stephan Zilges. Further the project was supported by Michael M. Maschke, Bettina Tetens and in programming by Anthony Collins, Roman Hippler and David Ochmann.
Contact persons at Toyota are: André Schmidt (General Manager Marketing), Ingo Kahnt (Manager Communication), Sabine Sageb (National Communication), Marcus van Marwick (Dealer Communication) und Olaf Genrich (Manager Campaign Development, Toyota Motor Europe).