The first target was to induce the target group to participate in the Yaris drawing competition Design your own Yaris. A database of selected women of the targeted age and with a minimum income was purchased. The women were sent several mails in order to make them interested in the Yaris and to try the car and participate in the competition. The 100 best suggestions for decorating a Yaris were placed on the campaign site. In addition to DM and the Internet, billboards, ads in daily papers and magazines as well as Go-cards in cafes were used to generate visibility and to influence the image of and interest for the Yaris. Seventy Yaris demo cars were decorated with a tomato design and a flower design in order to generate knowledge about the campaign among car dealers. The prize for the winner of the design competition was a Yaris with the winner’s own design.

Total participants in the competition: 3,390 generated from mails: 1,5597.3% (index 146) & other media: 1,831.

Generated test drives/purchase: Number of registered test drives 101. Number of purchases among the participants: 122 index 305 in relation to target.

Overall we can conclude that we succeeded in making women involve themselves in the campaign, since 65% of the participants in the competition were women.