Toyota wins Sappi Print Media Efficiency Award
Sappi, the leading manufacturer of fine papers, has presented the 2006 Sappi Print Media Efficiency Award to the automaker Toyota. The award recognized the «Aim: Zero Emissions» communications campaign.
Sappi, the leading manufacturer of fine papers, has presented the Sappi Print Media Efficiency Award 2006 to the car manufacturer Toyota. The award went to the integrated Europe-wide communication campaign "Aim: Zero Emissions". The central element of the campaign is a child sleeping peacefully in a bird's nest. Sappi received the award at the Euro-Effie Awards Gala of the European Association of Communications Agencies (EACA) in Brussels, which honors effective, cross-border European communication. The campaign for Toyota also won a Bronze Effie in the "Corporate" category. In a press release, Sappi described the Toyota car brand as a pioneer in the automotive industry in the field of environmental protection. One of the decisive factors for the award was that the car manufacturer used print products as its main means of communication.
Campaign increases revenueThe advertisement with Toyota's environmental statement was placed in important European titles. A survey of European opinion leaders was used to evaluate titles such as Time, Newsweek, The Economist, National Geogaphic Europe and the Financial Times. Obviously, Toyota has succeeded in conveying trust and credibility with the campaign. According to the press release, 69 percent of respondents ranked the Toyota car brand first in terms of environmental friendliness. Volkswagen (14%) and Honda (7%) performed significantly worse in comparison. The campaign was also effective in terms of revenue: every euro spent generated 2.58 euros.
The environmental campaign, which ran from September to December 2005, was designed by the English advertising agency Coast. The total budget amounted to almost 5 million euros, which is why the agency opted for a combination of print media and TV commercials.
This year, Sappi has launched the Sappi Print Media Efficiency Award for Switzerland in collaboration with the BSW Leading Swiss Agencies association. John Lay Electronics and Jung von Matt/Limmat won this award for the first time in March 2006 for the Panasonic "Cutting Edge" campaign.
Campaign increases revenueThe advertisement with Toyota's environmental statement was placed in important European titles. A survey of European opinion leaders was used to evaluate titles such as Time, Newsweek, The Economist, National Geogaphic Europe and the Financial Times. Obviously, Toyota has succeeded in conveying trust and credibility with the campaign. According to the press release, 69 percent of respondents ranked the Toyota car brand first in terms of environmental friendliness. Volkswagen (14%) and Honda (7%) performed significantly worse in comparison. The campaign was also effective in terms of revenue: every euro spent generated 2.58 euros.
The environmental campaign, which ran from September to December 2005, was designed by the English advertising agency Coast. The total budget amounted to almost 5 million euros, which is why the agency opted for a combination of print media and TV commercials.
This year, Sappi has launched the Sappi Print Media Efficiency Award for Switzerland in collaboration with the BSW Leading Swiss Agencies association. John Lay Electronics and Jung von Matt/Limmat won this award for the first time in March 2006 for the Panasonic "Cutting Edge" campaign.
