Grey Direct releases first wave of its Toyota Yaris work

Grey Direct has begun to release its launch campaign for the Toyota Yaris, the new small car which will appear on the market in six months’ time.

Grey Direct has begun to release its launch campaign for the Toyota

Yaris, the new small car which will appear on the market in six months’

time.



The agency picked up the pan-European account in May, for which it

pitched against an undisclosed number of European agencies (Campaign, 22

May).



The Yaris is the replacement for the Toyota Starlet, and is expected to

sell three times the number of its predecessor.



The first wave of the campaign, a data-capturing exercise, rolled out at

the Birmingham Motor Show last month and the main activity begins this

week.



Visitors to the Yaris stand at the show received the Yaris Book of

Questions, a small, square booklet explaining the thinking behind the

car.



Those who filled in the fold-out application form at the back of the

booklet will receive four separate mailings, sent roughly three weeks

apart.



The first, the Yaris Book of Character, explains the philosophy of the

car - the non-tangible elements behind the design; the Yaris Book of

Space outlines the ergonomics of the car; the Yaris Book of Beauty

explains the design; and finally the Yaris Book of Happiness talks about

the safety aspects and areas such as fuel emissions.



Mel Colton, head of art at Grey Direct, who co-created the campaign with

the copywriter, Justin Moore, and the art director, Steve Robertson,

explained: ’The Yaris is a car that has been built from the inside out.

We have used the mailings to illustrate the things that you cannot

describe.’



Once the car has been launched on to the market, with an above-the-line

campaign by Saatchi & Saatchi, Grey Direct will send out further

mailings to encourage people to visit their dealer for a test drive.



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