Campaign Spotlight

Campaign Spotlight: The&Partnership rolls out pan-European ‘Just Go’ platform for new Toyota Aygo

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.”



Brand: Toyota

Client Name: Toyota Motor Europe

Brand: Toyota

Client Name: Toyota Motor Europe

Agency: The&Partnership

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

Audio:  Soundtree 

Music Company:  Soho Music

Voiceover: Joel Fry

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