Toyota AYGO: Go Your Own Way

Toyota, the car manufacturer, partnered with four drag queens in the UK to achieve two of the AYGO’s best quarters ever.

Executive Summary

Toyota AYGO - Go Your Own Way

This is the story of how Toyota took a deep breath and handed over control of the Toyota AYGO campaign to four drag queens and as a result achieved two of the AYGO's best quarters ever.

The reasons for this brave new approach were the significant challenges the AYGO faced. In early 2018, AYGO was an end of lifecycle model and needed a shot in the arm. Competing in the competitive but declining small car segment with a dominant compe