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Telling Personal Campaign Stories On The Fly
Hannah Fisher, Senior Planner
Neil Goodlad, CSO
Dan Whitmarsh, Media CSO
Simon Ringshall, Strategy Partner
Our brief was to launch Toyota’s updated AYGO model into a declining segment; against competitors with much greater media budgets; and with limited headroom for growth amongst our core buyers. The car itself was virtually unchanged with little new news to speak of. Yet Toyota set AYGO’s highest ever sales volume target.
Our strategy embraced real-time hyper-personalisation, powered by data-driven technologies. This new breed of personalisation successfully amplified our creative idea to four different audience segments, increasing interest and consideration for AYGO. This delivered sales growth that exceeded Toyota’s target.
Hero Medium: TV
Medium Featured On Video: INTERACTIVE/ONLINE,MOBILE/TABLET,OOH,SOCIAL MEDIA,TV
Audience: Young Women (20-35)
Objectives: Increase sales, volume
Type: Business to Consumer