Saatchi EMEA Turns Prague into a Musical City for Toyota

The Toyota Europe team at Saatchi & Saatchi have launched a new Pan-European campaign for Toyota Yaris Hybrid. Called ‘The Musical City’, the campaign shows that driving the new Yaris Hybrid makes drivers so happy that they feel compelled to sing. The online film launches across Europe today.

To make the film for the campaign, the centre of Prague was turned into a playlist by replacing the street names with song titles.  The Yaris hybrid stereo was connected to the GPS system and each time the car drove into a different street, it triggered a new song according to the name of that street.  The drivers had the opportunity to choose what to sing by choosing which route to drive.  The best performers were selected to appear on the TV spot which launches in Poland, UK, Czech Republic, Sweden, France, Hungary, Italy, Denmark, Germany and Spain from 30th July.

Stéphane Rydlewski, Campaign Development for Toyota Motor Europe said: “Saatchi & Saatchi’s challenge was to bring to life the positive emotions felt when driving a Yaris Hybrid.  And what is more natural when you feel good in a car, than to sing!  The result speaks for itself. Pure emotion. Pure happiness and highly contagious; I must confess I can't help but sing when I watch it.”

The EMEA Creative Team, said, “We believe that with this campaign, Saatchi & Saatchi have reached another significant milestone in our ever-widening journey with Toyota; a journey that has successfully positioned Toyota and our happy drivers together in people’s minds, thanks to its leading hybrid technology. As a result, Toyota is now the Lovemark of choice for more and more people.”