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 dramatically outspent by several competitors. It was going to be tough to squeeze growth out of a car facing all these pressures.
It was therefore necessary to target...