AYGO: Go Fun Yourself. How bold advertising achieved more for Toyota than we ever forecast

This case study describes how Toyota AYGO, a small city car, built a playful campaign around the UK launch of an updated model that increased sales, outsold competitors and brought in new customers.

AYGO: Go Fun Yourself. How bold advertising achieved more for Toyota than we ever forecast

Principal author: Paul Warwick, Saatchi & SaatchiContributing author: Ross Innes, Ninah

Introduction

This paper is very simple.

We launched a new campaign for a new (well, updated) car - the Toyota AYGO - and it worked.

It worked so well that we exceeded sales target by 2,461 sales. Almost exactly the same number as the 2,169 incremental sales that econometric analysis directly attributes to the campaign.

It worked so well that the featured model, the orange and black bi-tone x-cite, surpassed its anticipated...

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