AGENCY IN FOCUS

SAATCHI AND
SAATCHI
AJAY RANA BHAT
162166219
MKM 803 ZSS- INTEGRATED
MARKETING COMMUNICATIONS
PROF. KATHRYN FAUBERT
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Content
uIntroduction

uTop Clients
uOverview of the Campaign
uTarget Audience
uBrand Promise
uCampaign Elements and Execution
uCreative Strategy And Messaging
uKey Metrics and Results
uConclusion

uReferences

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INTRODUCTION

u Global advertising firm Saatchi and Saatchi is renowned for its effective
and creative campaigns. They specialise in producing innovative and
captivating commercials for a variety of clientele.
u The company was established in London in 1970 and has since expanded
to become one of the top advertising agencies in the world with a
substantial global presence. With offices in more than 67 nations, it is
able to serve customers all around the world.
u Publicis Groupe, a global advertising and public relations firm, owns
Saatchi and Saatchi as a subsidiary. In order to create top-notch
advertising solutions, this association gives Saatchi and Saatchi access to
additional resources and knowledge.

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Top Clients
Over the years, Saatchi + Saatchi has collaborated with an
outstanding array of clients. They count among their
noteworthy clients:
§ Toyota is a well-known automaker renowned for its
dependability and creativity.
§ Procter & Gamble is a global manufacturer of consumer
goods with a wide range of brands.
§ Visa is a leading provider of payment processing
technology worldwide.
§ Leading telecoms provider T-Mobile.
§ Tide is a well-known brand of detergent.
§One of the most recognisable beverage brands in the
world is Coca-Cola.
§ Additional still: A wide range of industries' clients
comprise Saatchi and Saatchi's clientele.

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Overview of Toyota's “Oh

PRESENTATION TITLE
What a Feeling” Campaign

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BRAND: TOYOTA, A WELL-KNOWN AUTOMAKER
RECOGNISED FOR ITS QUALITY AND DEPENDABILITY, IS
LINKED TO THE "OH WHAT A FEELING" ADVERTISING
CAMPAIGN.
ONE OF THE MOST EFFECTIVE ADVERTISING CAMPAIGNS
IN HISTORY WAS THE 1989 INTRODUCTION OF TOYOTA'S
"OH WHAT A FEELING" CAMPAIGN. THE CAMPAIGN, WHICH
WAS DEVELOPED BY SAATCHI & SAATCHI, CONTRIBUTED
TO TOYOTA BECOMING RECOGNISED AS A TOP BRAND IN
THE AUTOMOTIVE SECTOR.

A SERIES OF ADS THAT EMPHASISED THE DEPENDABILITY

AND HIGH CALIBRE OF TOYOTA AUTOMOBILES WERE
PART OF THE CAMPAIGN, WHICH ALSO INCLUDED A
CATCHY MELODY THAT WAS USED IN ALL OF TOYOTA'S
ADVERTISING. THE AD HIGHLIGHTED THE EMOTIONAL
BOND THAT PEOPLE HAVE WITH THEIR CARS AND WAS
DIRECTED AT A WIDE VARIETY OF CONSUMERS,
INCLUDING FAMILIES AND YOUNG PROFESSIONALS.
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Target Audience

u The "Oh What a Feeling" campaign from Toyota had a

wide target demographic that encompassed both men
and women of all ages. Families, who were looking for a
dependable and secure car to transport their loved ones,
were a target audience for the campaign.
u Young professionals who were just starting out in their
careers and desired a vehicle that would reflect their
success and aspirations were another target audience for
the campaign. The ad was successful in reaching a diverse
group of consumers by appealing to both practical and
emotional needs.

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BRAND
PROMISE
TO Y O TA 'S " O H W H AT A FEELIN G " A D V ERTISIN G
C A M PA IG N M A D E TH E PR O M ISE TH AT D R IV IN G A
TO Y O TA A U TO M O B ILE W O U LD M A K E PEO PLE H A PPY
A N D SATISFIED . IN O R D ER TO G IV E C O N SU M ER S
C O N FID EN C E TH AT TH EIR C A R W O U LD N O T FA IL
TH EM , TH E A D EM PH A SISED TH E Q U A LITY,
D EPEN D A B ILITY, A N D SA FETY O F TO Y O TA
V EH IC LES.
A LO N G W ITH EM PH A SISIN G TH E EM O TIO N A L B O N D
TH AT PEO PLE H AV E W ITH TH EIR V EH IC LES, TH E
A D V ERTISIN G C A M PA IG N PR O M ISED TO M A K E
TO Y O TA O W N ER S FEEL PR O U D A N D A C C O M PLISH ED .
TH E " O H W H AT A FEELIN G " C A M PA IG N 'S O V ER A LL
B R A N D PR O M ISE WA S TO C R EATE A SU PER IO R
D R IV IN G EX PER IEN C E TH AT W O U LD LEAV E
C U STO M ER S FEELIN G C O N TEN T A N D J O Y FU L.

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TV Commercials: The
campaign's TV commercials
are compelling and visually
stunning, showcasing Toyota
vehicles and the feelings that
come with driving them. The
purpose of these ads is to
arouse interest and highlight
the distinctive qualities of
Toyota vehicles.
Print Ads: The campaign also
makes use of print ads with
eye-catching graphics and
persuasive writing. These
advertisements deliver the
brand promise and arouse
feelings in the target market.
Online Presence: To
effectively reach and engage
the target audience, Saatchi
and Saatchi uses a variety of
digital channels, such as
social media campaigns,
website integration, and
digital advertising. To build a
great online presence for
Toyota, this involves
interactive content,
captivating storytelling, and
tailored messaging.
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Events & Experiences: The
campaign combines
influencer partnerships,
experiential marketing
campaigns, and test drive
events to give potential
customers first-hand
experiences. The excitement
of operating a Toyota car can
be personally experienced by
customers through these
activities.
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CREATIVE STRATEGY
AND MESSAGING
Creative Strategy: The "Oh What a
Feeling" campaign uses a creative
strategy that taps into the potent feelings
and experiences connected to operating a
Toyota car. By highlighting the joy,
excitement, and freedom that come with
owning and operating a Toyota, it tries to
establish an emotional connection
between the brand and the target
demographic.
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Message: The campaign's main message
is that Toyota vehicles provide more than
just mobility. The way they are portrayed,
they serve as the starting point for
amazing events and moments. Focus is
placed on the distinctive combination of
dependability, quality, and pleasure that
Toyota delivers to the driving experience.
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Key Success Metrics and Results

The effectiveness of the campaign can be evaluated through surveys and market research to determine the influence on
brand awareness and recall among the target population.

Enhancing consumer engagement and sentiment: Social media platform monitoring and customer feedback analysis can
give information about the degree of engagement and positive sentiment the campaign created.

Increased website traffic, lead generation, and test drive requests: Tracking website analytics as well as the quantity of
leads and test drive requests received can show how well a campaign is doing at piqueing the attention and engagement
of potential customers.

Sales statistics and market share development: Monitoring sales figures and market share can give a thorough picture of
how the campaign has affected Toyota's financial performance.

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Conclusion

uIn conclusion, Toyota is one of the most well-known worldwide brands that Saatchi and Saatchi
has worked with. Saatchi and Saatchi's "Oh What a Feeling" campaign for Toyota was one of the
best-performing commercials in history and contributed to the company's rise to prominence in the
auto sector.
uBy appealing to both practical and emotional demands, the advertising campaign was able to
engage a diverse group of consumers and deliver on its brand promise of giving customers an
exceptional driving experience that left them feeling content and satisfied.
uSaatchi & Saatchi have demonstrated their capacity to design captivating and memorable
advertising campaigns by accomplishing the campaign's goals and producing favourable results.

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REFRENCES

u https://www.saatchi.ca/about
u https://rememberthatcommercial.com/toyotas-oh-what-a-feeling/
u https://www.whichcar.com.au/features/toyota-1963-2017-oh-what-a-feeling

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