Hypothesis Congratulates Client-Partners Toyota and Saatchi & Saatchi LA on 2015 Ogilvy Award
Toyota, Saatchi & Saatchi LA, and Hypothesis to be honored at ARF annual event in NYC, March 17.
February 11, 2015
Los Angeles, CA – Hypothesis, the premier creative and consumer insights agency, is excited to congratulate client-partners Toyota and Saatchi & Saatchi LA on winning a 2015 Ogilvy Award for the national “Jan at the Front Desk” Toyota sales event campaign (“Automotive/Turnaround” category). The award will be presented at the ARF David Ogilvy Award dinner on March 17, held on the second evening of the ARF's annual event, Re:Think: Where Leaders Ignite Growth, at the New York Hilton. We look forward to celebrating this accomplishment with our campaign partners, colleagues, clients, and fellow Ogilvy award winners.
About the “Jan at the Front Desk” campaign: For nearly two years, Toyota’s national sales event advertising fell below expectations on advertising KPIs. To evolve the advertising, Hypothesis worked closely with Saatchi & Saatchi and Toyota to develop a large scale, multi-phase research program including focus groups, biometrics testing, and ongoing quantitative diagnostics tracking. The program has informed a “playbook” for developing the most effective sales event advertising. The resulting “Jan at the Front Desk” campaign (2012 to current, 65+ ads) has shown significant turnaround on every performance metric including dealer visit intent, urgency, appeal, brand linkage, brand fit, and character recognition.
About the ARF David Ogilvy Awards: The ARF David Ogilvy Awards for Excellence in Advertising Research celebrate the extraordinary and/or creative use of research in the advertising development processes of research firms, advertising agencies, and advertisers. The winning campaigns provide a keen understanding of how research can be used to create powerful, profitable campaigns. Named after advertising legend David Ogilvy, The ARF David Ogilvy Awards for Excellence in Advertising Research annually celebrate his spirited advocacy of research in making good advertising better, recognizing the role of consumer research in creating successful advertising.