Summary

Agency: Saatchi & Saatchi

Client & Project: Toyota - Quarterly Tactical OLA - Dynamic campaign

As the digital producer, I was responsible for coordinating the team that conceptualized, designed, and developed a dynamic banner campaign. This campaign involved launching approximately 1,200 new banners each quarter from 2015 to 2016. My role encompassed overseeing the entire process, ensuring that each phase from concept creation to final development was executed seamlessly and met the project's objectives. The campaign's success required meticulous planning, regular updates, and close collaboration with various teams to maintain its dynamic and engaging nature throughout its duration.

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What was the challenge and how we tackled it

Toyota previously released hundreds of banners each quarter to promote new car launches. These banners were often similar and took around 6 weeks to produce for each car model. Due to the lengthy and costly production process, not all available cars could be promoted every quarter, which was inefficient for Toyota.

To address this issue, we developed a dynamic engine using the DoubleClick platform. We designed five distinct templates for various banner sizes, incorporating new brand creatives and seamless animations. With these templates in place, we could generate hundreds of banners within a few hours, significantly reducing production time compared to the previous weeks-long process for each car model.

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What I did

1. Research and coordination with the Google Display Network studio to create a pitch proposal.

2. Pre-production of the project: implementation of budget and timings plan. Resource assignment for the entire project.

3. Concept and design process overview, managing the day to day operations.

4. Development process overview, including client communications and stakeholders coordination.

5. Coordination with Zenith Optimedia for a successful delivery.

6. Delivery of the 5 templates in DoubleClick.

7. Quarterly management and update of the templates to create banners for all Toyota car models available, this was approximately 1200 banners per quarter.

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The outcome

The dynamic banners engine ran for some years resulting in the production of more than 10K banners with a quarterly spend of 5K, saving Toyota hundreds of thousands of pounds and weeks of work.