Toyota Aygo: Go fun yourself.

This case study describes how Toyota, the Japanese car brand, built a new communications platform to attract younger buyers, create exciting online content and increase sales.

Toyota Aygo: Go fun yourself.

Campaign details

Brand: ToyotaAgency: ZenithOptimediaClient: Toyota Motor EuropeCountry: United Kingdom

Campaign Background & Summary

The Toyota brand is not very visible to young people or seen as relevant, with Toyota's average buyer age over 55 years old. The A segment is dominated by "cool" Italian brands like Fiat 500. The Toyota Aygo, on the other hand, needed to regain its mojo, get younger buyers and be the car that attracts a younger audience to the Toyota brand as a whole.

The leaders of the A segment category had...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands