Prague Changes Its Tune for Toyota

A lot of people enjoying singing along to the radio when driving, especially when the sun’s shining, but a pan-European campaign from Saatchi & Saatchi has put a whole new spin on this concept.

The Musical City campaign for Toyota Yaris Hybrid involved turning the centre of Prague into a playlist by replacing the street names with song titles.  The Yaris hybrid stereo was connected to the GPS system and each time the car drove into a different street, it triggered a new song according to the name of that road.  Drivers had the opportunity to choose what to sing by choosing which route to drive. 

The best performers were selected to appear on the TV spot (above) which launched in Poland, UK, Czech Republic, Sweden, France, Hungary, Italy, Denmark, Germany and Spain this week.

Stéphane Rydlewski, campaign development for Toyota Motor Europe, said: “Saatchi & Saatchi’s challenge was to bring to life the positive emotions felt when driving a Yaris Hybrid.  And what is more natural when you feel good in a car, than to sing!  The result speaks for itself. Pure emotion. Pure happiness and highly contagious; I must confess I can't help but sing when I watch it.”