The Web Marketing Association is proud to present this 2011 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Automobile Social Media Campaign, Best Mobile Social Media Campaign
As part of the launch for the 2011 Toyota Sienna minivan, the client and agency created “The Sienna Family” – a ten-episode Web series that appears on its own YouTube channel (youtube.com/sienna). Designed to entertain consumers while informing them about the Sienna features, this original series was based on the TV campaign that centered on two self-absorbed parents. To date, the Web series garnered over 16 million views and has been highlighted by YouTube’s marketing department’s presentations as one of its most successful advertising case studies. More importantly, this effort has led to nearly a 20 percent increase in overall Sienna sales for the year and what news agencies call “the rebirth of the minivan.”
Contributors:
| Executive Creative Director: | Mike McKay |
| Creative Director: | Erich Funke |
| Integrated Design CD: | Ryan Jacobs |
| ACD/Art Director: | Roya Partovi, Nichole Flores |
| ACD/Copywriter: | Donnell Johnson |
| Art Director: | Kritch/Yosy/Hamaguchi/Pierantozzi/Baik |
| Copywriter: | Solarte/DuBois/Nieberding/Zulawinski |
| Music Video Copywriter: | David J. Evans V |
| Designer: | Ricardo Yosi |
| Director of Integrated Production/Multimedia: | Tanya LeSieur |
SAATCHI & SAATCHI LA
Location: USA