The campaign was developed by tapping into very real target market insights of today's youth; their interests; the pop culture they like and how they communicate with their peers. At the same time the campaign has to convey the affordability of the new Yaris Zen, with the added benefits of a standard service plan - a true competitive advantage in this market category. The result is a campaign that would appeal to the youth in a totally relevant manner.
Filmed in a serene oriental-styled garden, the television commercial shows Buddy training for true enlightenment and Zen-like control under the watchful eye of a new protagonist, the feline Mr Miaowgy. Buddy is urged to embrace Zen's calmness and tranquillity, and practices balance, reflection and focus. As always, he does this in his own inimitable way, with dogged determination and slightly disparaging humour.
Created by Draftfcb's team of executive creative director, James Cloete, Tian van Heever, David Mthembu and Liam Galt, the ad positions the Yaris Zen as the 'truly enlightened decision' for those intent on 'moving on up'. It breaks on November 1 this year with 20 and 40 second versions.
While the print campaign utilises imagery from the TV commercial, the three radio spots are structured as interviews between host, Buddy, and his Zen master on Buddys radio platform, the talk show "The Full Scoop with Buddy".
Commenting on the campaign, Toyota's Senior Manager: Marketing Communications Planning and Advertising, Pieter Klerck, pointed out that this was Buddy's first appearance since his success at the 2010 Loerie Awards.
"We know that Buddy is one of South Africa's most loved television characters - the fact that he had two ads on the Millward Brown 10 Most Liked 2009 list proves this. However, his Bronze in the Advertising Mixed Media Campaign category at the Loerie Awards this year shows that his value as a communication icon has been acknowledged by some of the best creative and strategic brains in our business.
"We're certain Buddy, and Mr Miaowgy, will do a great job at communicating the benefits of the new Yaris Zen to our target market."
Credits:
Client:
Kerry Roodt- General Manager: Marketing Communications
Pieter Klerck - Senior Manager: Marketing Communications Planning and Advertising
| Creative agency: | Draftfcb Johannesburg | |
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| Key account management: | Colleen Berrange - Group Business Director | |
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| | Michael Di Terlizzi - Group Account Director | |
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| | Nicholas Harpur- Account Director | |
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| Group chief creative officer: | Brett Morris | |
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| Executive creative director: | James Cloete | |
| Deputy creative director: | Tian van Heever | |
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| Copywriter: | Frank Kunene | |
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| Art director: | Ivor Forrester | |
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| Strategic planner: | Liesel Eales | |
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| TV production: | Rachel Andreotti | |
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| Media planners: | Gwen Bezuidenhout | |
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| Production companies: | Bouffant | |
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| Director: | Dean Blumberg | |
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| Editor: | Tessa Ford | |
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| Post-production: | Sinister Studio | |
4 Nov 2010 12:29<<Back
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