Fb-logo-2000x2000
Twitter-logo-2000x2000
Linkedin-logo-2000x2000
X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

X

  • Slide 0
  • Slide 1
  • Slide 2
  • Slide 3
  • Thumb 0
  • Thumb 1
  • Thumb 2
  • Thumb 3

Toyota Yaris
Your Dungeon, My Dragon

RAN IN: United States

CLIENT
Toyota Motor Sales USA, Inc.

Dionne Colvin - National Mktg. Media Manager

AGENCY
Saatchi & Saatchi LA *Lead Agency

Clifton Atkinson - Media Director
Evan Ferrari - Strategic Planning Director
John Lisko - Executive Comm. Director
Chris Nicholls - Assoc. Media Director
Dylan Schwartz - Creative Director
Carla Tanchum - Acct. Supervisor
Chris Thornton - Interactive Media Supervisor


Microsoft

Adam De La Pena - Writer, Producer, Director


Monkey Wrangler Productions


SUMMARY

The 2012 Toyota Yaris was created for sky-high gas prices, so we targeted a frugal Gen-Y audience of gamers, collectors, comic book fans, and techies. This audience needed a car to get them from A to B for a monthly payment that's less than their Xbox allowance. These buyers don't watch much TV, so we partnered with Microsoft to create a groundbreaking trans-media video and gaming series called Your Dungeon, My Dragon. With more than 1.4 million viewers, the series drove a 47% lift in purchase consideration for Yaris.

CASE VIDEO


Hero Medium: Gaming Console

Medium Featured On Video: Interactive, Social Networking Sites/Applications, Mobile/Tablet, PR

Audience: Young Men (20-35), Young Women (20-35)

Objectives: Other

Type: Business to Consumer

Classification: National

Language: English