Toyota: Go Fun Yourself

Credits & Description:

for Toyota (Toyota Motor Corporation)
by ZenithOptimedia
Case Study
United Kingdom
Story:
SUMMARY:
Entering a cluttered A-segment market with premium players and less media budget, Aygo had to think differently to regain its brand mojo and bring a new audience into the Toyota brand. Understanding that the audience wanted authentic and fun brand experiences, Aygo created the ‘Go Fun Yourself’ platform. Engaging new digital media influencers of the millennial generation, Toyota took an owned-out approach to their communications. They smashed their sales target by 157%, reached a new younger audience with +34% new site visits and improved overall brand halo.