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Oasis Breaks National Hybrid Synergy Drive Campaign For Toyota

June 20, 2003

Oasis, a division of Dentsu, says it is launching a major corporate ad campaign promoting Toyota's revolutionary Hybrid Synergy Drive® powertrain system. The company says Hybrid Synergy Drive is a next generation hybrid system, which combines a gasoline engine with an electric motor to improve vehicle performance, while reducing the fuel consumption and emissions. "Hybrid Synergy Drive is a major advancement in automotive technology", said Marjorie Schussel, manager, corporate communications, Toyota Motor North America. "We felt we needed a bold, head-turning campaign to let consumers know that it's coming. With this campaign, Oasis presents a complicated piece of technology with smart, simple, and compelling messages." Paul Bernasconi, creative director of Oasis added, "The challenge with this campaign was to find ways to communicate the dual benefits of Hybrid Synergy Drive - "performance" and "environment". Core to the communication is the idea that consumers can drive an environmentally-friendly hybrid without compromising the performance they expect."Hybrid Synergy Drive will be launched this fall in the next generation Prius and later in the Lexus RX330 SUV. About Toyota Motor Corporation
Toyota Motor Corporation is the world's third largest automaker, offering a full range of models from minivehicles to large trucks. In 2002, global sales of its Toyota and Lexus brands, combined with those of Daihatsu and Hino, totaled 6.17 million units, according to the company. In North America, 2002 sales totaled 1.91 million, 1.2 million Toyota vehicles were manufactured, and direct employment reached more than 34,000. About Oasis Advertising
Oasis specializes in long-range, creative advertising and marketing solutions. Founded in 1993, Oasis says it offers integrated communications services including broadcast, print and interactive advertising, corporate identity, graphic design and media planning and buying. Clients include Toyota Motor North America Inc., Toyota Motor Sales U.S.A., Sharp Electronics Corporation, Siemens, the Government of India Tourist Office, and the National Center for Family Literacy (pro bono). Headquartered in New York City with an office in Los Angeles, Oasis is a division of Dentsu Business Development Group, LLC.
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