original post (http://championsleague.saatchi-ch.com/?p=613)

After Prius, Toyota have now taken their full-hybrid system and put it in their new, good looking hatchback; the result is the new Auris Hybrid

(or “Auris HSD”). The first full-hybrid powertrain in the C-Segment (Golf segment). Thanks to Hybrid Synergy Drive technology the car’s energy is literally recycled as you drive and store it in the car’s battery system.

The new Auris HSD therefore is able to combine a variety of benefits, (such as ultra low emissions, reduced fuel consumption and savings without uncompromised performance, quiet Electric power in EV drive mode) and a complex but highly advantageous technology which needed to be explained in an integrated campaign able to present the car and what it stands for in a clear and simple way across Europe.
An interesting but complex challenge for our team, which relied on our International One Agency System to involve the best talents of the network and match the expectations.

We brought together creative teams from Saatchi & Saatchi offices in London, Milan, Brussels, Dusseldorf to collaborate on each aspect of the “Get your energy back” campaign. Each team worked with media briefs specific to each country in Europe, working from the same creative start point, and this has produced some great creativity in TV, print, social media, and experiential activity as the campaign has rolled out.”

The result is an engaging campaign under the banner of “Get your energy back”, able to translate the easiness and cleverness of the product in different ways: from the touch-screen technique in TV, to the online energy world, through smart print executions. A truly international campaign aired in the whole of Europe.