Saatchi & Saatchi UK has won the pounds 70 million task of
launching the Toyota Yaris across Europe, the Japanese car
manufacturer’s most important launch in recent years.
Saatchis will handle all European advertising for the Yaris, which
launches next April. There will be one central idea to the campaign with
two executions, one for northern Europe and one for southern Europe.
Zenith Media is to handle media buying and below-the-line will be
handled by Joshua.
Toyota used an experimental pitch process to choose its launch
Six of Toyota’s European roster agencies - Saatchis in the UK and
France, BMZ/FCA in Germany, Sintesis SBC in Spain, Catchline
Communications in the Netherlands and Egeberg in Denmark - were invited
to develop two creative ideas.
The agencies then formed a committee to decide between themselves the
best four ideas. These were then submitted to Toyota and two ideas, from
Saatchis UK and Saatchis France, were put into research before the
Saatchis UK idea was chosen.
Adam Crozier, the joint chief executive of Saatchis, said: ’We are
delighted to have been awarded this project on the strength of our idea.
This will really strengthen our relationship with an existing
Toyota is expected to spend around pounds 14 million in the UK on the
launch, which replaces its existing small car, the Starlet. The company
sells about 10,000 Starlets a year in the UK and is looking to sell two
or three times that many of the Yaris range.
Toyota is also likely to use its ITV sponsorship deal, brokered last
year to run until 2002, to promote the Yaris. The deal gives it the
right to sponsor almost any ITV programme from the morning of New Year’s
Eve to midnight on New Year’s Day.