In Germany, branded entertainment on TV has to be labeled. Apart from this, product placements are forbidden on the state run TV channels. Not so in the web: Branded content and web videos are allowed without any special restriction.

The all new Aygo – Go fun yourself. The overall communication activities all across Europe under this positioning were already characterized by prank ideas and cooperations with Youtube comedians. In Germany, where Toyota has a low market share, the marketing wanted to create more attention by being once again provocative.

Beyond social media reactions and views on Youtube, the live stunt led to 25% higher traffic on the Aygo website and furthermore to a sold-out first year production volume.