Saatchi Praises Avalon

Saatchi & Saatchi breaks a fully integrated marketing campaign this week for Toyota’s redesigned top-end Avalon sedan.
The estimated $30-40 million push positions the Avalon and its features and amenities as an appropriate reward for its owners.
“We’ve learned that Avalon buyers enjoy experiences such as travel and leisure,” said Steve Sturm, marketing vice president at Toyota Motor Sales U.S.A., Torrance, Calif. “We’ve targeted our message to be whatever our consumers are. Whether they’re on a cruise, playing golf or making travel plans on the Internet, Avalon will be there.”
The automaker hopes to nearly double annual sales of the vehicle to more than 100,000 units.
Advertising includes TV and print. Three spots show off the Avalon’s redesigned interior, exterior and features, with a voiceover asking rhetorical questions such as, “Will extra amenities in your life lead to greater happiness? Are 64 crayons in a box better than 8? Do you need this much space?” The tag is, “Be good to yourself. Every day.”
“The campaign is designed to take [targeted buyers] beyond what they need to an aspirational place,” said Scott Gilbert, chief executive of Saatchi, Torrance. Creative directors Miles Turpin and Steven Landrum led the effort.
As part of the launch, Toyota has established a marketing partnership with Princess Cruises under which an Avalon will be displayed on some of its ships, and has also entered a rewards programs with Hilton Hotels.