Charles Inge
Founding Partner, Creative at The&Partnership
London, United Kingdom
TitleDo Something Memorable
Agency
Campaign Do Something Memorable
Advertiser Toyota Motor Corporation
Brand Toyota
Date of First Broadcast/Publication 2005 / 1
Product Aygo
Business Sector Cars
Story Do Something Memorable is the launch commercial for Toyota's new small car the 'Aygo'. Targeting European twenty-somethings, it shows a group of friends having a memorable day out. The ad is set to a specially created Paul Oakenfold track.
Philosophy ‘Do Something Memorable’ reflected the common mindset of the young Europeans we had met during our research process. They did not feel restricted by time or place. They have the courage, confidence, creativity and desire to create truly memorable experiences. Furthermore, it was ingrained in the car itself – the Aygo’s design and driving experience makes the car both memorable and the facilitator of memorable experiences.


In accordance with needing to target this hard to reach audience, in addition to developing a TV and print campaign, we developed non traditional marketing to including viral marketing. Furthermore, we held an event where designers from each of the key Aygo launch markets were asked to design their own version of the car. We signed up the critically acclaimed DJ/Musician Paul Oakenfold to produce a track for the car, which was released soon after the commercial first aired.
Problem Unlike Toyota's previous models, the ‘Aygo’ was set to appeal to a much younger audience of ‘twenty-somethings’.



We knew that if we were to stand a chance of reaching, let alone appealing, to this audience we needed to find a big idea that could be translated into non traditional marketing.
Media Type Television & Cinema
Length
Market Europe
Production Company
Creative Director
Art Director
Director

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