Toyota AYGO: Telling More Personal Campaign Stories On The Fly

Car manufacturer Toyota’s hyper-personalised and a creative use of media formats improved cut-through, resonance and overall performance of the launch communications for the new Toyota AYGO across key European markets.

Executive Summary

This paper is about how hyper-personalisation and a creative use of media formats improved cut-through, resonance and overall performance of the launch communications for the new Toyota AYGO.

The challenge was to grow annual sales of AYGO in a declining segment. This was only a "Minor Change" launch, offering relatively little new news to work with. There was limited headroom for growth among AYGO's heartland audience, and we were being d