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LOS ANGELES Toyota Motor Sales launches its new youth-oriented economy nameplate Yaris today with an integrated campaign from Publicis Groupe’s Saatchi & Saatchi.
The effort includes traditional media plus “mobisodes” (video clips that play over high-speed mobile phones) and interactive banner ad games allowing multiple players to control dueling Yaris models.
Both Saatchi’s commercials and seven 10-second mobisodes, which build to a two-minute grand finale, were created through the agency by a London-based digital media boutique, Tokyo Plastic.
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