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.
