Toyota AYGO: Go Your Own Way

Toyota, the automotive manufacturer, increased sales of its AYGO car in the UK with a campaign that created buzz around the launch of a new model.

Campaign details

Brand: ToyotaClient: Toyota Motor CorporationAgency: The&Partnership

Executive Summary

This paper contains drag queens. But it's not about brand purpose or diversity. It is about brand distinctiveness; casting off longstanding category clichés; and embracing an idea we knew would divide opinion.

In 2018, the Toyota AYGO was coming to the end of its lifecycle and needed a shot in the arm. A brand new AYGO had been revealed and was due in showrooms later that year, so we had to shift the current rows of AYGOs before then, or risk being left with a...

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