Tour d’Avensis was about carrying out a number of laps up to the introduction of the car. In addition to direct mails, various media were used, among others emails, sms, CD-ROM and a dynamic campaign website, which developed over time. Participants were given the latest information first, received photos and material, had the opportunity to order a test drive before everybody else and to pre-book the car and thereby be first in line for a new Avensis. Tour d’Avensis ended up in a competition where the prize was to drive the first Avensis to Denmark a four day trip from London via France and Germany to Denmark. The activity level of the participants was a determining factor for their chance to win.

Results (private part of the campaign). Number of private persons that followed the dialogue: 13,500 (index 135), number of people that pre-ordered a new Avensis (ultimo March 2003): 480 (index 160), Avensis sale among dialogue participants: 668 (index 148).Sale of other Toyota cars for the participants in the period: 145, cost per prospect: DKK 106 (4% better than targeted).

Additional results: 84% of the respondents in a client satisfaction survey among the owners of the new Avensis expressed that the marketing has played a determining factor/some role in their purchase. A total of 75% of these found that DM and Internet had the highest significance.