• by OMMA Magazine Writers , September 15, 2009

Saatchi & Saatchi and Toyota Motor Company developed a partnership with HowStuffWorks.com through which the company sponsored the answers to key automotive topics (including towing, braking and hybrid technology). This sponsorship extended beyond the automotive category, showcasing the "paradoxical" features of the Toyota Venza when paradoxical questions (such as "How do noise canceling headphones actually work?") arose on HowStuffWorks.com. And, because "truck guys" like to be knowledgeable, Toyota's engagement moved beyond article content with quizzes. The result was a lift in awareness of Toyota's brand attributes and a boost in shopping activity. The partnership also included an online destination dedicated to hybrid technology (and showcasing the Prius), and co-branded printed brochures distributed at farmers markets and other gatherings.

Saatchi & Saatchi LA: Harvey Marco, Executive Creative Director; Eric Funke, Scott Huebscher, Andrew Christou, Creative Director; Kelly Kleibe, Associate Creative Director; Michael Gurman, Lindsay Montague, Interactive Art Director; John Lisko, Executive Media Director; Bruce McDermott, Group Media Director; Clifton Atkinson, Interactive Media Director; Chris Nicholls, Interactive Associate Media Director; Chris Thornton, Interactive Media Supervisor; Adam Bauer, Interactive Media Planner, Marisstella Marinkovic, Idea Management Director; Steven Davis, Account Manager; Rebecca Albert, Michelle Sales, Account Supervisor; Uwe Gutschow, Interactive Strategy Director; Ginny Kollewe, Group Director, Strategic Planning; Evan Ferrari, Sara Bamossy, Senior Account Planner; Shawn Bohigian, Junior Account Planner. Discovery Networks: Kathleen Kayse, Executive Vice President, Digital Media; Gabe Vehovsky, Todd Richards, Vice President, Strategy & Research.