LONDON – The&Partnership will this week launch a pan-European communications platform for the brand-new Toyota AYGO, daring consumers across 17 markets to pick up their car keys and ‘JUST GO’.
In a responsive campaign spanning 15 markets, ‘JUST GO’ urges customers to seek out the unpredictable and live more spontaneously every day – using addressable media, tailored communications, and personalized content to communicate how, with the Toyota AYGO, adventure awaits for all age groups – from the young and single to experienced mid-lifers.
Marking the only new Toyota model launch in 2018, the campaign celebrates the optimism and joy of the AYGO – a small car with a big personality – and marks a step-change in positioning for the AYGO, shifting the focus from irreverent city driving to its more meaningful role as the perfect partner for a spontaneous life.
The platform is designed to respond to consumers’ unique car buying needs and motivations – from in-car connectivity, the one-touch ignition button and great fuel efficiency – with contextually relevant dynamic creative ads.
It focuses on short-form content and tailored executions designed to target a broad demographic across all channels – from 15” personalized assets on Instagram and Snapchat to print, digital out-of-home and TV executions.
In a smart, responsive media strategy powered by [m]Platform, the campaign will draw on real-time audience data and smart digital creative optimization (DCO) technology to assemble assets on the fly, targeting customers with personalized messages and content that will resonate based on their digital footprints.
Phil Beaumont, Creative Director at The&Partnership, said: “We wanted the work to embody the spontaneity of its JUST GO message. Embracing short-form content that challenges people to think less, do more, just act. Because not knowing what is around the corner is far more exciting than knowing what is.”
Dario Giustini, Marketing & Communications Senior Manager at Toyota Europe, said: “AYGO already has a great base of loyal consumers, who look to the car as their agile, nimble way to get around the city. We wanted to build on that, showcasing the countless possibilities at the wheels of every AYGO driver, at the same time as highlighting the great tech the model includes.”
Client Name: Toyota Motor Europe
Client Name: Toyota Motor Europe
ECD: Andre Moreira
CD: Phil Beaumont
Creative Team: Braulio Kuwabara, Fabio Abram
Head of Art: Dan Beckett
Planner: Simon Ringshall, Hannah Fisher
Producer: Louisa Meecham
Production assistant: Dale Chapman
Business Director: Nilesha Chauvet
Account Director: Katie Guy
Account Manager: Faye Gunter
Media Agency: The&Partnership
Media Planner(s): Dan Whitmarsh
Audience Planner: Dylan Mouratsing
Digital Media Lead: Ewa Zawol
Head of Data: Mark Squires
Production Company: Somesuch
Director: George Belfield
Prod Company Producer: Scott O’Donnell
Prod Company Executive Producer: Tash Tan
Service Company: Story Productions, Barcelona
Prod Company producer: Idoia Sanchez
Editors: Trim Editors
Producer: Polly Kemp
Editor: Thomas Carter
Director of Photography: Mauro Chiarello
Colourist: Mark Horrobin @ Big Buoy
Post Production: Big Buoy
Post Production Producer: David Keegan
VFX: Recom Farmhouse
Music Company: Soho Music
Voiceover: Joel Fry