The answer was to buy all commercial space in the 2 leading newspapers during our launch day. And in order to make ”prepared for what's next” come alive, we invited 10 visual and asked them interpret 10 different improvements of the new Yaris and we build this into a story running through all the commercial space in the 2 biggest newspapers. We also gave the artists space to promote themselves.

Total campaign awareness 77% (versus an average of 38%).

Toyota exceeded the forcast of sold Yaris with over 100%.