With the newspaper as a canvas

Magnhild Foldøy, project manager at Saatchi.

Marte Trondsen, responsible for the campaign at media agency Maxus.

According to Saatchi & Saatchi, the advertising agency behind the campaign, the aim was to give the new Yaris as much attention as possible. Saatchi wanted to put the car in a context that appealed to its core target audience, while not excluding others. The solution was to get different illustrators to create their version of a Yaris ad.

Advertising both ways
- The new Yaris is a car that has been loved by its target audience in the past, and has now been updated both in terms of technical solutions and design. By challenging talented illustrators to interpret the core values of the Toyota Yaris in their own way, we created an interesting expression that speaks to both adults and younger people. We also gave the illustrators some self-promotional space in the ads, which is clearly in the Toyota spirit of helping others get ahead. We believed that by creating such a different expression, we would capture the target group in a completely different way than traditional car advertising, and thus stand out a little more," says Magnhild Foldøy, project manager at Saatchi.

Full dominance
The Yaris is an important car for Toyota, and no expense was spared in the marketing of the new edition.

- "We obviously wanted to draw a lot of attention to the launch, and therefore chose to have full dominance in Dagbladet and Aftenposten on the day of the campaign in order to be as visible as possible. This means that virtually all the ads in the newspaper that day were of Toyota Yaris," says Marte Trondsen, responsible for the campaign at media agency Maxus.

On November 10, Dagbladet's readers could see Yaris ads in different formats and with different expressions throughout the newspaper. The campaign continued to run online, on TV, in cinemas, on the radio and in magazines afterwards.

Not an everyday job
For Dagbladet , this campaign was the result of two months of preparatory work together with Saatchi & Saatchi and Maxus. Consultant at Dagbladet, Jannikke Holtlund, thinks the project was very exciting.

- "For us as a newspaper, it was great fun to follow the development of the project and to work so closely with both the media and advertising agency. This involved several practical matters - everything from locking the newspaper and excluding other advertisers that day, to placing the formats in the right ad space in relation to target groups. We went through several formats, solutions and storms of ideas before the final result was ready.

Good results
- All in all, this was a very successful campaign, which produced good sales results for the customer. We also SWAR-tested the newspaper on the day, and many of the qualitative feedback was positive. The solution was also a real boost for the readers. It's rare to see car ads done this way. It was like going to an art exhibition in the newspaper," concludes Jannikke Holtlund.