A car like in a fairy tale

Automobile In a teaser campaign for Daihatsu, FCBLK called on people to kiss the green frog.Daihatsu has created a great past for itself with small cars. As space is becoming scarcer and more expensive in urban areas, the Toyota Group brand wants to continue to clearly differentiate itself from the competition with compact cars. Daihatsu's compact models are designed to offer more space and comfort in their own way, which is familiar from higher classes, and at the same time have less impact on the environment. Hence the brand claim: Bigger is dumb. Ascar, responsible for importing Daihatsu in Switzerland and the Principality of Liechtenstein, opted for Lime Green Metallic as a unique color for the Swiss market launch of the new Daihatsu Sirion - also as a nod to Daihatsu's environmentally friendly model range.
The almost 100-year-old Toyota subsidiary, which has been sold in Switzerland for over 20 years, set the course early and consistently with its guiding principle "we make it compact". Compact vehicles consume fewer resources and less fuel, take up less road and parking space and reduce the disposal and recycling problem.
This clear brand orientation is also reflected in the marketing communication, which aims to strike a balance between the ecological concept and comfortable private transportation for Daihatsu vehicles. For the launch campaign, the revised Sirion model inspired FCB Leutenegger Krüll to call on the whole of Switzerland to kiss a green frog. After the teaser phase, the frog was transformed into the new Sirion.
With further accompanying measures, FCB Leutenegger Krüll wants to ensure that younger target groups will also be interested in the new Daihatsu model and that the brand's level of awareness can be further expanded. The environmental friendliness of the brand is carried through to the BtL area of the campaign. Completely off the beaten advertising track, Daihatsu has taken on animal sponsorships of well-known and lesser-known frogs in various Swiss zoos. It remains to be seen whether this PR campaign will meet with a positive response from the rather critical target group.
The riddle is solved: the frog, if kissed, mutates into a small car.

35000 Opels ready for testingDespite a refreshed model range, Opel sales are stagnating (Switzerland 2004: minus 7.2% compared to 2003). Alain Visser, Head of Marketing Europe since June 2004, is presenting a new type of campaign at the Geneva Motor Show: after the current Opel models have repeatedly emerged as winners in comparative tests by specialist magazines, this quality is now to be experienced by potential customers - in the largest Opel test drive campaign of all time. Around 35,000 cars will be tested in around 40 European countries. The special thing about the campaign is not just the number of vehicles, but the duration of the test drive itself: the vehicles will be made available to interested parties for three days. Fancy a shopping trip to Milan? (la)
Luca Aloisi