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...