Automotive - Vehicles

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

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2005 SILVER

KIDS RULE

The "Kids Rule" campaign was brilliant in its simplicity, in the way it effectively communicated the simple idea that kids play an extremely important role when it comes to buying a car. The insight that a happy kid makes for a happier parent made the "Kids Rule" campaign more effective than we could ever have imagined. The response bears that out. Sienna doubled its market share in the last year and USA Today affirmed that directing a campaign at kids and their parents was a very smart move.

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

2005 BRONZE

Fuel For Thought

The "Fuel For Thought" campaign effectively communicated the "value" of buying a Toyota to a broad range of automotive buyers helping the Chicago Region Toyota Dealer Association exceed the sales, market share, and profitability goals set by Toyota motor Sales. It was a striking effort connecting with the automotive consumer to differentiate Toyota products and retailers from the many competitive offerings in the marketplace. Along the way, the campaign set a new creative standard in the retail automotive category and redefined effective TDA advertising. In the end, with significant increases in sales, market share, and profitability, the TDA Board-of -Dir's and Toyota applauded the campaign's effectiveness and impact on the Chicago Region Dealers' business and bottom-line.

Brand: Toyota
Client: Toyota Motor Sales (Chicago Region Toyota Dealers Assoc.)
Agency: Saatchi & Saatchi Chicago
Language: English

2004 GOLD

New Beetle + iPod: Pods Unite

In an incentive-laden environment, the 5-year-old New Beetle Hard-Top was in trouble. As the New Beetle is the magnet for attracting people to the Volkswagen family, we didn't want to enter the incentive game and turn the most unique car on the road into a commodity. At the same time, we had aggressive sales goals to meet and wanted to maintain profitability while attaining these goals. To answer this challenge, we found a way to add value to the New Beetle by including an iPod and custom car-connectivity kit with the purchase of every New Beetle sold in July and August. By partnering with Apple, a brand as buzz-worthy as the New Beetle is distinctive, we revitalized our aging product, blew away our sales target, and did it all at a fraction of the incentive dollars that our competition pumped into their cars for the same time period.

Brand: Volkswagen
Client: Volkswagen of America, Inc.
Agency: Arnold Worldwide
Language: English