| Title | KARAOKE DRIVE |
| Brand | TOYOTA |
| Product / Service | VIOS |
| Category | A01. Best Use of Television/Cinema |
| Entrant | ACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES |
| Entrant Company: | ACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES |
| Advertising Agency: | ACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES |
Credits | |
| Name | Company | Position |
|---|---|---|
| Andrew Petch | Ace Saatchi & Saatchi Manila | Executive Creative Director |
| Carl Urgino | Ace Saatchi & Saatchi Manila | Head of Art |
| Rex Lopez | Ace Saatchi & Saatchi Manila | Creative Director |
| Rex Lopez | Ace Saatchi & Saatchi Manila | Copywriter |
| Rex Lopez | Ace Saatchi & Saatchi Manila | Art Director |
| Carl Urgino | Ace Saatchi & Saatchi Manila | Head of Art |
| Honey Cruz | Ace Saatchi & Saatchi Manila | Producer |
| Pedring Lopez | We Love Post | Post-Producer |
| Cody Miller | We Love Post | Post-Producer |
| Carol Arellano | Ace Saatchi & Saatchi Manila | Account Head |
| Norbert Pineda | Ace Saatchi & Saatchi Manila | Account Director |
| Raffy Parcon | Ace Saatchi & Saatchi Manila | Account Manager |
| Tony Sarmiento | Ace Saatchi & Saatchi Manila | Head of Integration |
The commercial became an instant hit, and spawned positive PR on the innovative use of the TV medium and the brave use of such an expensive buy. It also lead to the commercial also being used in actual VIDEOKE machines in Karaoke Bars/Clubs giving Toyota a second even more unique new media in which the commercial could be used. As for sales, the Toyota Vios has got the spot it deserves - The Number 1 selling Car in the Philippines.
We created an interactive film that allowed young viewers to experience the vehicle from a driver's POV then turned the commercial into a 'VIDEOKE' film, by combining it with the Karaoke instrumental music and lyrics to the Number 1 smash hit - 'Don't Want to Miss A Thing' by Aerosmith.
The marketing objective was to position the Toyota Vios as a vehicle you really enjoyed driving. The target audience was young drivers looking to get their first car. The unique insight that shaped the idea was for young drivers a first car is freedom. And freedom is the ultimate happiness for a young person who has previously had none. In the Philippines Karaoke is the number 1 pastime amongst young people. So we created an interactive, long-format TV commercial that combined the two. The client loved it because it showcased the product for minutes and the youth loved it because they could sing karaoke and drive across The Philippines in one.