Best Automobile Integrated Ad Campaign, Best Mobile Integrated Ad Campaign, Best Of Show Integrated Ad Campaign

2015 Toyota Camry Launch

Outsell and Saatchi & Saatchi developed an integrated media campaign to help Toyota dealers sell down the 2014 Camry inventory before the 2015 models arrived on dealer lots. The campaign kicked off by connecting to 207 dealer databases nationwide to send dealer-branded campaigns via email, which led them to a microsite, using sophisticated data-driven behavioral targeting in order to find potential Camry buyers. The creative took the prospect on a journey of lifelike emotions from courtship to relationship. A seamless Parallax website experience used edgy language with bold colors that vividly demonstrated Camry’s bells and whistles.

Each phase, from sell-down to post-launch, generated unprecedented level of consumer engagement. 150,000 people nationwide interacted with the campaign, and 11,600 of these people clicked to “Schedule Test Drive.” Most importantly, consumers who interacted with this campaign generated approximately $21,277,537 in Camry sales revenue for participating dealers.

**To calculate linked sales revenue, we looked at individuals who interacted with the campaign and subsequently purchased a new Toyota Camry from a participating dealer. Revenue was calculated based on price paid to dealer for each Camry sale.

Contributors:

President:	Brand DuBose (Saatchi & Saatchi)
Executive Creative Director:	Mark Reichard (Saatchi & Saatchi)
Management Supervisor:	Nicole Kittner (Saatchi & Saatchi)
Creative Strategy & Direction:	Rohini Vedant (Saatchi & Saatchi)
Co-Creative Direction:	Brian Riemer (Saatchi & Saatchi)
Copywriting:	Adam Rajanen (Saatchi & Saatchi)
Art Direction:	Gaurav Panchal (Saatchi & Saatchi)
Project Management:	Alexa Milliman (Saatchi & Saatchi)
Insights Manager, Strategy & Optimization:	Craig Vore (Outsell)
Front End Coder:	Heather Elliott and Ryan Linn (Outsell)

OUTSELL

Location: United States