Automotive - Vehicles

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

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2003 SILVER

Looks Fast

Although in reality it was a true performance car, the Toyota Celica was saddled with a "chick car" image. The Celica now had a new aggressive look and Toyota had to convince a young male target that the product was truly a legitimate sports car. The idea was to exploit the impression that the car looked fast standing still.

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

2003 SILVER

Attainability

Facing an aging franchise, Harley-Davidson was challenged to attract new and younger prospects to the brand by leveraging their core values in a way that would break down the prospect's barriers to purchase. A tailored communications program was used to reach this objective and resulted in 82,000 under-45-year-old-leads, more than 54,000 H-D dealer visits, and 5,500 motorcycle sales among "Attainability" program prospects. The program returned $1.60 for every dollar spent and successfully halted the graying of the franchise while seeding growth for the future.

Brand: Harley-Davidson
Client: Harley-Davidson Motor Company
Agency: Carmichael Lynch
Language: English

2003 BRONZE

It Just Wants To Have Fun

For 25 years, the success of Corolla has played an integral role in the success of Toyota in the United States and around the world. Recently, however, Corolla had fallen behind its competitors in attracting younger buyers as its image turned older and more conservative. To effectively launch an all-new Corolla, a common ground had to be found that would grab the attention of a younger buyer while still appealing to the older traditional prospect. Consumer research revealed a need for "fun" in the lives of both audiences, providing the foundation of the successful "It Just Wants to Have Fun" campaign.

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