Category A03. Online: Fiction & Non-Fiction
Product/ServiceNEU BLEIBT NEU
Name Company Position
Alexander Reiss Saatchi & Saatchi Düsseldorf ECD
Torsten Pollmann Saatchi & Saatchi Düsseldorf Group CD
Marko Werth Saatchi & Saatchi Düsseldorf Copywriter
Jean-Pierre Gregor Saatchi & Saatchi Düsseldorf CD
Michael M. Maschke Saatchi & Saatchi Düsseldorf Head of Creative Services
René Menzel Saatchi & Saatchi Düsseldorf MD
Dirk Otto Saatchi & Saatchi Düsseldorf Management Supervisor
Celine Menzen Saatchi & Saatchi Düsseldorf Account Executive
Sevilay Gökkaya Toyota Deutschland General Manager Marketing
Niels Klamma Toyota Deutschland Head of Communications
Elke Pietzner Toyota Kreditbank Manager Customer Communication
Anders Jedenfors Acne Director
Kai Stöcker Acne Executive Producer
David Skrotzki Acne Producer
Agnes Landen Acne Line Producer
Henan Wensink henanX MD
Team Berlin Chimney Berlin Post Production
Wolfgang Lechenmayr henanX Music Composer
Ossi Schaller henanX Music Performance

The Campaign

At a certain point in time everyone looks back at his or her life. In this film a pleasant, elderly gentleman called Heinz lets his thoughts wander around while sitting in his living room. Travelling through the decades of Heinz’ life his old but reliable Toyota was always at his side. Suddenly he realizes: a bit more variety would have been nice!

Creative Execution

The story named ‘Everlasting Love’ is told in a 90’’ film with the intention of promoting Toyota’s financing offer called ‘NEU bleibt NEU’. Thanks to this innovative offer the customer can return his Toyota every three years and gets a new one. This way the customer stays up-to-date and benefits from the latest technology and design of the brand. The campaign focuses on younger, digitally savvy new customers. This target group appreciates owning the latest technology on the market and a lack of consumer patience. They often associate longevity with boredom. The film also addresses existing customers who appreciate the reliability that Toyota has become known for. The film can be watched on the campaign landing page www.nichtwieheinz.de. It’s also being spread online through social media.

- 411.064 completed views - 3,02% interaction rate - 1,67% CTR - 55,95% complete rate - 0,12% share rate

This ad lulls you into an emotional state with several deliberate details and artful touches. It opens with the sounds of a spare piano track, paired with the heavy sighing of an elderly man who sits quietly at his table, reading a letter. Soon, we realize he's in a deep state of reminiscing over a lost, long-time love, slowly poring over photos as he recalls how he and his significant other were always together, inseparable. And then when we find out his significant other isn't who we're led to expect, yet another big twist comes.

A Toyota is made to last forever. But for those of us who don’t want to wait forever there is ‘NEU bleibt NEU’. It’s a good springboard to load up the actual financing product with emotions. With the film ‘Everlasting Love’ we show with a wink that Toyota customers can have both: a new car and a reliable partner for life.