Objective:

Launch Yaris in the heart of the B segment and attract conquest customers through a “unique selling proposition”
 

Issue:

Toyota & Yaris are perceived as reliable & functional but dull.
Segment is driven by youthfulness & dynamism.
Toyota & Yaris lack both and therefore do not stand out.
 

Insight:

B-segment drivers are curious, creative & resourceful to achieve what they want in life. They enjoy living by their wits and like their car to fit this image. They do NOT want their car to be perceived as a strictly economical purchase (small-car complex). They want to be PROUD of it.
 

Challenge:

Show how people who drive a NG Yaris outsmart life:
driving a Yaris helps them to stay ahead of the curve.
 

Organising Idea: NG Yaris. Outsmart Life

'Outsmart life in a Yaris' is a campaign created by Saatchi & Saatchi and evolves around three key attributes of the Yaris, its driving agility, its intuitive touch-screen multimedia system, and its rear-view camera. 

Monster Truck: The first in the series of three 40-second TV ads features a Yaris driver facing a familiar city driving irritant – the last tiny parking space. Unfortunately, a 4x4 monster truck has the same idea and a Mexican standoff ensues.

Further creative executions follow, the first humouring a ‘Gadget Guy’ by emphasizing the superior, streamlined technology and interior design of the Yaris.

Hungry Girlfriend: The third creation in the campaign, will highlight the state-of-the-art ‘Toyota Touch & Go’ multimedia system, which gives drivers access to the infinite knowledge and sociability of the web.