Saatchis scoops Prius launch task

Featuring a hybrid synergy drive system, which is a combination petrol and electric engine, the Prius' appeal has grown steadily in the US and Europe since it was first introduced in Japan in 1997. The car draws on the electric components when idling or in traffic, but reverts to the more traditional petrol engine when traversing steep inclines or overtaking. The technology reduces harmful emissions by up to 90 per cent, while drastically reducing fuel consumption. It will be produced in Changchun, Jilin province, under the banner of the joint-venture between Toyota Motor Corporation and local group China FawGroup. Although the pricing is yet to be confirmed, it is believed the vehicle will be similarly priced to the international editions, placing it in the middle to high-end category. Saatchi & Saatchi defeated Dentsu in a competitive pitch for the right to handle the rollout, and Toyota has also appointed the agency to look after a corporate campaign featuring the hybrid synergy drive technology in China. Saatchis executives said the creative work would begin rolling out simultaneously with the launch of the car in the first quarter of 2006. "This is to establish this technology and car in China, because it's totally new," said Charles Sampson, Saatchi & Saatchi Beijing managing director. "(Toyota) wants to establish a leadership position, because a lot of other manufacturers are trying to get into this technology and catch up. Toyota obviously wants to maintain that lead in China." Although aspects of the campaign to accompany the launch are still being developed, Sampson said it would be an integrated push, with ZenithOptimedia handling media duties. He added the effort would be targeted towards thought-leaders. Sampson said the Prius would also resonate with Chinese consumers concerned about the environment, especially leading up to the Beijing Olympics in 2008.