ASSIGNMENT: LAUNCH YOUTH BRAND YARIS The Yaris Launch revolutionized the planning process at Saatchi LA. Through our contextual research, we discovered automakers had completely ignored an entire segment of the youth market. These younger buyers needed an inexpensive car, but didn’t want to drive a cheap appliance, a toaster on wheels. For Yaris, our insights on Gen Y media behavior totally changed the channels we used to reach a youth audience and the measurements to gauge their response. We found that our target’s media usage centered on three themes: community, comfort and storytelling. It gave us real insight into how to align their media behaviors with our message content and context. The creative idea was to cast Yaris as an action hero – as the cheeky champ capable of fending for itself in a hyperreal world full of challenges…from rising gas prices…to finding places to stow all your stuff in a small car. Using digital animation opened up all kinds of executional ideas for how to convey the substance of Yaris in a fun way.