DUSSELDORF – At a certain point in time everyone looks back at his or her life. In this new film released by Saatchi & Saatchi for Toyota, so too does Heinz, a pleasant, elderly gentleman who lets his thoughts wander around while sitting in his living room. Travelling through the decades of Heinz’ life his old but reliable Toyota was always at his side. Suddenly he realizes: a bit more variety would have been nice!
The story named ‘Everlasting Love’ is told in a 90’’ film with the intention of promoting Toyota’s financing offer called ‘NEU bleibt NEU’. Thanks to this innovative offer the customer can return his Toyota every three years and gets a new one. This way the customer stays up-to-date and benefits from the latest technology and design of the brand.
Saatchi & Saatchi Germany – Toyota 'Everlasting Love' from Saatchi & Saatchi on Vimeo.
“A Toyota is made to last forever. But for those of us who don’t want to wait forever there is ‘NEU bleibt NEU’. It’s a good springboard to load up the actual financing product with emotions“, says Alexander Reiss, Executive Creative Director at Saatchi & Saatchi. “With the film ‘Everlasting Love’ we show with a wink that Toyota customers can have both: a new car and a reliable partner for life.
The campaign focuses on younger, digitally savvy new customers. This target group appreciates owning the latest technology on the market and a lack of consumer patience. They often associate longevity with boredom. The film also addresses existing customers who appreciate the reliability that Toyota has become known for. The film can be watched on the campaign landing page www.nichtwieheinz.de. It’s also being spread online through social media.
Saatchi & Saatchi has created global communication strategies for Toyota for over 30 years. Campaigns developed in Germany include several works with the famous actors Jan-Josef Liefers and Axel Prahl, various launch campaigns as well as the Aygo x-cite-campaign with star DJ Robin Schulz.
