Toyota – Chili con car

Agency name: PKP proximity
Category: Integrated communication
Country: Austria


Thirty-five years of Toyota Austria is a cause which was celebrated with the launching of a special edition of the Corolla Verso in 2005. An accessory pack at no additional charge (darkened glass, chrome rear trim strip, parking sensors, hands-free system with steering wheel operation) was designed to attract new buyers following the successful launch year.

The task was to make a visually similar model even more attractive and, in particular, tap into younger target groups using an interactive approach that exploits all channels.

This sector (family vans) has fierce competition. In 2006 in particular Toyota was up against major product launches by its main competitors.