Dentsu designs experiential execution for Toyota
Singapore’s Dentsu agency has executed an outdoor creative brief aimed at changing perceptions of the Toyota Yaris.
The experiential execution
The execution was undertaken for client Borneo Motors.
“The Toyota Yaris, while perfect for Singapore's city driving, generated little interest due to its compact hatchback design. It was perceived to be cramped and therefore, not practical. The Challenge was to change this perception with a limited budget,” the agency said.
“To give motorists the illusion that the Yaris boot can accommodate something much bigger than they imagined, we printed decals of a human leg, arm, and even an elephant's trunk. These were fixed at the shut‐line of the boot lid on three Yaris cars and driven around the city. They gave the impression that the Yaris was surprisingly spacious and more practical than its compact design suggests.”
Sales of the Yaris and other vehicles across the Toyota range have returned to pre-GFC levels in the territory.