Toyota Aygo Campaign Beats Targets
The recent #AygoParentPitch campaign from Toyota South Africa and its marketing partner, FCB Joburg, has significantly beaten the targets the team set itself.
“Our goal with this campaign was to remind our prime target market, young adults and their parents, of the youthful and urban design of the Aygo, as well as its cool features and exceptional value for money,” said Toyota SA marketing executive, Aidan Castille.
“This rather off-the-wall campaign did just that, delivering 50% more impressions than we’d targeted and 988% more clicks than we’d expected. Naturally, we’re more than satisfied,” he said.
The campaign, which challenged the Aygo’s young adult target market (18-24 years) to video their pitch for an Aygo and upload it to Toyota’s social media platforms ran for only three weeks, and was driven by 8 quirky webisodes (they’re hosted by a hamster), social media and a cinema ad.
While the reward for them doing so was the opportunity to win two tickets to a mega concert in Los Angeles and a pair of super-trendy Yeezy boots, Toyota’s ‘reward’ was the social media shares and ‘Aygo seeds’ that would be planted in parents’ minds when their children showed them their videos.
The online elements of the campaign can be viewed at www.facebook.com/toyotasouthafrica/videos or on YouTube: www.youtube.com/watch?v=DXWwfrFc8Hw, www.youtube.com/watch?v=8WU_DdBb9Xs, www.youtube.com/watch?v=zy0IKOFd6Gk, www.youtube.com/watch?v=pEj0YGdUQO8, www.youtube.com/watch?v=_ktCmBrVse4, www.youtube.com/watch?v=T7Qa5CpWTwA, www.youtube.com/watch?v=EmoBC6B-J7A, and
Winners of the trip to Los Angeles, Chelsea and Sanchia Tibshraeny, are already in the City of Angels. You can view their winning pitch at https://twitter.com/chelseatibs/status/781773724894629888.
Client: Toyota South Africa
Brand: Toyota Aygo
Marketing executives: Aidan Castille and Nkateko Shilenge
Chief Creative Officer: Brett Morris
Creative Director: Tian van den Heever
Executive Business Director: Reagen Kok
Group Account Director: Wendy Lundie
Copywriter: Tshepo Mosoeu
Creative: Thabang Manyelo
Producer: Vanessa Borthwick