This is the story of how Toyota took a deep breath and handed over control of the Toyota AYGO campaign to four drag
queens and as a result achieved two of the AYGO’s best quarters ever.
The reasons for this brave new approach were the significant challenges the AYGO faced. Early 2018, AYGO was at end of
its current lifecycle and needed a shot in the arm. Competing in the competitive but declining small car segment with a
dominant competitor, Fiat 500, who was outspending AYGO by 9x.
The target segment of ‘Free Spirits’ are younger (18-34), more emotionally-led, first time car buyers who are tricky to
reach and well-versed in ignoring advertising.
Our approach was to celebrate individuals who embodied the feeling of liberation you get from your first car. They had to
be creative and fun like the AYGO and be different from the usual suspects you’d find in a car ad. This is where the drag
queens came in.
We gave our ambassadors creative license to express this feeling of liberation, reflecting...
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