Automotive - Vehicles

Cars, trucks, motorcycles, both brand and model advertising.

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2011 SILVER

"Mommy Like/Daddy Like"

Minivans have always gotten a bad rap, but with the redesigned Sienna, Toyota is changing that perception. With new styling and features, parents can hold their heads high. The challenge was to make the Sienna stand out from the pack and, if possible, become the minivan of choice because parents actually like it. We listened to our target and learned what media they utilized, telling us to go deep into social networking. Then we monitored the conversation, cuing us to create content that could engage in the dialogue. As a result we prepared the "Swagger Wagon" music video, which succeeded in becoming part of popular culture and gaining more than 6.3 million views on YouTube.

Brand: Toyota
Client: Toyota Motor Sales USA, Inc.
Agency: Saatchi & Saatchi LA
Language: English

2011 BRONZE

The New Car

The Nissan LEAF was ready for the world. But was the world ready for the Nissan LEAF? A 100% electric car had never been sold in the mass market. And for good reason: it's built differently, fueled differently, and requires major behavioral shifts from its owners. Instead of apologizing for these differences, we celebrated them. The Nissan LEAF wasn't just another new car. It was the new car. By educating people about the new car, we turned doubters into believers, believers into advocates, and advocates into future Nissan LEAF drivers.

Brand: Nissan
Client: Nissan North America
Agency: TBWA\Chiat\Day
Language: English

2010 GOLD

Assurance

In January 2009, in the depths of America's worst economy since the Great Depression, while every other major automotive manufacturer was facing huge losses, Hyundai managed to sell 14% more cars than the same period in 2008. Instead of blindly pumping sheet metal and price, Hyundai explicitly took the economic context into consideration and approached the problem from the consumers' perspective. The Assurance campaign bolstered consumer confidence by removing the financial risk from buying a new car, and as a result, drove positive brand perception as well as sales.

Brand: Hyundai
Client: Hyundai Motor America
Agency: Goodby, Silverstein & Partners
Language: English