Toyota: advert-body-4 by The&Partnership

The&Partnership has launched a pan-European communications platform for the brand-new Toyota Aygo, daring consumers to pick up their car keys and ‘Just Go’.

In a responsive campaign spanning 15 markets, ‘Just Go’ uses addressable media, tailored communications and personalised content to communicate how, with the Toyota Aygo, adventure awaits for all age groups. Marking the only new Toyota model launch in 2018, the campaign celebrates the Aygo and marks a step-change in positioning for the Aygo.

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-second personalised 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 personalised messages and content that will resonate based on their digital footprints.