Campaign details

Brand: Toyota
Brand owner: Toyota Motor Corporation
Lead agency: The&Partnership
Country: United Kingdom
Industries: Compact, small family cars
Media channels: Content marketing, Online video, Outdoor, out-of-home, Programmatic display, Social media, Video on demand, Word of mouth, influencers
Budget: 500k - 1 million

Executive summary

The AYGO is Toyota's smallest car and its second biggest seller. Competing in the small-car 'A' segment, it was losing ground to newer rivals and perennially stuck in third place behind the Fiat 500 and Hyundai i10.

To buck a declining category and close the gap with the undisputed number one, the Fiat 500, we needed to make AYGO the first choice for young first-time car buyers.

By rethinking what it means to own your first car, Toyota, with a lot of help from four drag queens, created the campaign Go Your Own Way – a multimedia content plan that didn't look or feel like car advertising, turning attention in to sales to become the best-selling A-segment car for the first time in four years.