The decision came after the agency was given just 96 hours to develop a presentation, which agency chief Chris Fay said focused heavily on the passenger car's revolutionary hybrid synergy drive system.
"We had been hoping for this chance, and our whole team had been studying the possibility (of pitching) for months," said Fay.
Fay said an integrated campaign would roll out in March in conjunction with the launch of the vehicle, and will be targeted at 'early adopters and innovators', who are motivated by the new technology. It is believed no decision has been made with regard to media duties. Last October, Toyota selected Saatchis over Dentsu to handle the China rollout of the vehicle, slated to take place over the next couple of months.
Saatchi snatches Prius victory from Dentsu in Taiwan
Saatchi & Saatchi has extended the network's global grip on the Toyota Prius account, triumphing in a two-way pitch against Dentsu, which handles Toyota's traditional brands in Taiwan.
