The Great Piggy Bank Adventure
May 15th, 2009
Create a fun and engaging educational game...
Archive / Toyota Aygo
Toyota Aygo
The Toyota AYGO is a small car, with one big difference. In Sweden, it’s not a car you can buy, it’s a car you subscribe to. This unusual market proposition is targeted at the younger, and more money-conscious consumer. It was our task to execute the launch campaign, and outline what was deemed to be the perfect vehicle to reach our audience.
Our Role:
We were responsible for developing and launching the entire online campaign, from the original concept to designing and delivering the campaign site and online advertising.
Challenge:
Our main challenge was to clearly convey the idea of subscribing to a car, as opposed to buying it – an uncommon proposition in the motor industry. We needed to raise awareness, instill a sense of curiosity and explain, in very clear terms, how the offer worked. Ultimately, the campaign needed to offer something new, fresh and interesting.
Solution:
To stand out in a cluttered marketplace, we were eager to execute the campaign in a smart, but not overly technical way. To communicate the idea of a subscription, we used the visual reference of a postman delivering Toyota AYGO magazine through a letterbox. As soon as it hits the hallway floor, it springs to life, unfolding and transforming into a full-size car. It’s unexpected, visually striking and a lot of fun to watch.
Target Group:
Men and women between 20-30 years old.
Partners:
Syndicate, SWE, Riviera
Highlights:
FWA Site of the Day
One Show – Finalist
Clio Awards – Interactive Finalist
