Objective:

We had to launch the New Aygo with Canvas roof.

Challenge:

To generate a regional idea, with the impact of a local campaign.

Opportunity:

Toyota AYGO launched a brand new model. This time, with a retractable

canvas roof. And with a new sun roof, only one thing can ruin your

day—rain, when the weatherman said sun. So we decided to use the new

AYGO with canvas roof to finally give three famous European weathermen a taste of their own medicine.

Consumer Journey:

Ambient, Social Content Episodes, Social network, TV and beyond.

Implementation.

3 forecasters. 38 cameras. 30 days’ content. 3 months’ PR effect.

PR Effect:

Paolo Corazón, Tatiana Silva and Roberto Brasero got calls on their programs every day in which the audience talked of the campaign and challenged them to make their predictions.

Generating free minutes of brand content in the mass media.

Result:

Toyota Aygo turned into an entertainment and content platform all across Europe.

The idea spread instantly across the media. Something as commonplace as a canvas roof became a topic of conversation, generating content for Aygo’s launch.

15MM CONVERSATIONS ACROSS 12 PLATFORMS.

97.3% SOCIAL SENTIMENT SCORE.

180MM PR IMPRESSIONS.

Average view duration of the long format is 89%

Sales February: 20% vs. last year.

Customer contract February: 20% vs last year.

Social Network result: 160% uplift vs. objective.

Paolo Corazón, Tatiana Silva and Roberto Brasero became the brand’s influencers beyond communication.

At each stage, the content generated met the objectives of building awareness and recognition of both brand and category.

Top10 ranking Interbrand