Creating the Perfect Ad
Toyota RAV4 Adventure Launch Campaign
How do you design an ad that speaks to everyone with a driver’s license? The perfect ad. It sounds impossible, but that’s exactly what we had to do for the All-New 2019 RAV4 social campaign.
Instead of just launching one model. Toyota decided to launch 3 unique models that would be specifically tailored for different tastes and needs. These new RAV4's are designed to tackle whatever spontaneous adventure you take.
We knew we had to speak to everyone so all we had to do was show the right RAV4 to the right person and – Boom! Perfect ad. Right? Nope.
Turns out the common approach wouldn’t work here. The target’s too big. Interests too similar. And way different people seemingly wanted the same thing.
We all know you’ll remember a story better if it relates to your actual life. So while seeing adventures inspires, something else makes them relatable. Who’s coming along is as important as where you're headed. Are you with your friends or your family? Is it you and your spouse? Do you have a child?
We were able to create a flexible video model that could be personalized against the life stage of the driver so the story would be more relatable. In a seamless way, every story is able to be personalized around three different life stages. Single, married, and family.
And when you combine that with one of the interests of our target, this is what it looked like. For example, say you were single and into sports, you would get an ad like this –
But if you were married and wanted a vehicle with more performance you would be shown a video like this –
And finally, if you had a family and wanted a more adventurous vehicle you would see this video –
We created over 860 unique pieces of content. A different version for every platform's unique needs. All from only 9 unique stories, at about the price of 2 TV spots.
When the personalized life stage creative aligned with the audience, we saw significantly better results. In the end, we saw 4 times the lift for driving consideration compared to running traditional approaches to the same ads.
Agency Saatchi & Saatchi LA
ECD Chris Pierantozzi
Creative Director Jeremy Carson
ACD Writer Amadeus Henhapl
Copywriter Tess Maguire
Senior Art Director Raj Gupta