CLIENT
Toyota Europe
Hela Askri, Client
Nathalie Domenec, Client
Lana Gacinovic, Client
Veronika Chufistova, Client
AGENCY
Hannah Fisher, Author & Strategist
Simon Ringshall, Co-author & Strategy Lead
Ben Southern, Business Intelligence Director
Faye Kimpton, Account Director
Phil Hourdakis, Senior Account Manager
Martin Cox, Creative Director
Jasmine Watt, Creative
Georgia Parker, Creative
m/six & partners
Ioanna Karampila, Media Account Director
Charlie Smallwood, Media Strategy Director
Alice Versey, Media Account Manager
Maria Eusebio, Media Account Executive
SUMMARY
To survive in tough market conditions, Toyota’s Aygo needed a complete reinvention. We launched the new generation of this model, the Aygo X, as the segment was declining, margins were shrinking, and our key competitor was growing increasingly dominant. With a mandate to grow sales, despite a 20-25% increase in list prices, we harnessed a simple yet valuable product truth and used it successfully shift perceptions from “cheap and cheerful” to unique and desirable. Our campaign delivered 38% sales growth in a segment that declined by 18% the same year.
