Campaign details
Brand: ToyotaBrand owner: Toyota Motor CorporationLead agency: The&PartnershipCountry: United KingdomIndustries: Compact, small family carsMedia channels: Content marketing, Online video, Outdoor, out-of-home, Programmatic display, Social media, Video on demand, Word of mouth, influencersBudget: 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...