Campaign: Appetite for Life
Agency: Saatchi & Saatchi LA
Skills: Creative Direction / Design / Photography / Team Leadership / Strategy / Agency Relationship / Executive Producer
// Creative Execution
Through a culinary and travel lens, Appetite for Life follows Andrew Zimmern, of the Travel Channel’s Bizarre Foods, on a road trip around the US to meet active boomers pursuing their passions, and learning about unique places along the way. As Andrew travels the country, he highlights key features of the Venza in an organic fashion – from utilizing the GPS navigation to get from an Iron Chef’s restaurant to the Boston Pops Symphony, to loading wine into the vehicle with the remote cargo opener. Andrew visited twelve cities across the country for a total of 24 original episodes. The site also contained useful tools including a custom road trip generator, articles that showcase the cities visited, and functionality to share the content across various social media platforms. Users could also text the locations Andrew visited to their mobile devices.
// Insights, Strategy & the Idea
To successfully launch an all-new vehicle in an already crowded segment (Venza was the 51st entry,) the target audience of active boomers to discover and become aware of specific features and benefits of Venza as measured by time spent with brand and lifts in awareness and brand attributes. Focus group research told us our target was comfortable with time shifting technology and interactive media, so the traditional thirty-second spot wasn’t going to be enough for people to consider this vehicle. We created a TV network-worthy culinary and travel web-video series leveraging two key passion areas in the lives of our target: Food and Travel. By seamlessly integrating the vehicle into and around the show, we were able to encourage discovery of Venza features in a highly attractive and contextually relevant venue.
// Appetite for Life: Chicago
//Appetite for Life: Seattle