Saatchi & Saatchi - Toyota Yaris “Rapper” Campaign
Toyota Yaris and Saatchi & Saatchi outsmart life with personalised ‘shout out’ social media campaign
Toyota Yaris and Saatchi & Saatchi are offering the public a ground-breaking opportunity to outsmart life by creating their own exclusive pop video, in the next social media activity of the Outsmart Life campaign.
Consumers will be given the unique opportunity to have a personalised ‘shout out’ pop video created for them by the rapper Gadget and Slick the puppet, stars of the hit Toyota Yaris campaign, launched in August 2011. The duo will be taking submissions from the public on their daily annoyances and frustrations from 5 January. From 12 January, Gadget and Slick will write, perform and film a personalised response to the best answers that will be sent directly to the entrant and broadcast on Facebook and Youtube. Submissions will be received via Toyota’s Facebook page www.facebook.com/toyotauk or the Twitter hash tag #outsmartlive.
The ‘shout out’ campaign, created by lead creative and strategic agency Saatchi & Saatchi, follows the enormous success of Toyota Yaris’ pop video-inspired TV ads, Monster Truck, Gadget Guy and Hungry Girlfriend, first launched in August 2011. You can see the ads here: http://www.youtube.com/watch?v=s-DYmVs3PNE.
The ‘shout out’ is an extension of the Outsmart Life campaign, which promoted the dynamic and smart personality of the all new Yaris. Created to develop a deeper relationship with a younger target audience, the campaign provides a platform for consumers to become more involved with the brand using social channels and personalised content.
Andy Jex, Creative Director, Saatchi & Saatchi said: “They say never work with kids and animals - surely puppets and cartoons are up there too? It’s a daunting and exciting proposition. Hopefully Gadget and Slick have enough ability to pull it off. If they do, they can expect a call from messrs Henson and Pixar.”
Lisa Fielden, Brand and Digital Marketing Manager at Toyota said: “The ‘Gadget Guy’ TV creative has been a big hit for the all new Yaris, and has made an impact in the conversations of our target audience. The shout out campaign takes this a step further, giving them a great piece of content that is both fun and sharable, while reinforcing the clever and pioneering features of the all new Yaris.
Notes to editors
Toyota Yaris – key features
Made for the city - The all new Yaris has the tightest turning circle in its class, perfect for driving in the city. The reversing camera makes getting into tight parking spaces simple.
Toyota Touch & Go - Toyota Touch & Go allows passengers to Google search for the nearest restaurant, find the nearest empty parking space, find the cheapest fuel and find weather forecasts, while the advanced Bluetooth connectivity for phones, allow you to pull your contacts and texts onto the screen.
What has life thrown at you today?
Tell Gadget Master and Slick for a chance to get your own personalised music video. You can enter by visiting http://www.facebook.com/ToyotaUK or entering via #OutsmartLIVE on Twitter.
The smart money’s on Yaris.
Rap your rants with Toyota.