Toyota Aygo signs seven-figure ad deal with Vevo

Toyota Aygo has announced a year-long partnership with music video and entertainment platform Vevo, worth seven figures.

The partnership, which was brokered by ZenithOptimedia’s brand partnership division Newscast, sees the car manufacturer look to increase engagement with the youth market.

Toyota brand and digital manager Lisa Fielden said: “With the growth of music and entertainment consumption online, Vevo’s position as the number one UK music video destination makes it an ideal partner for us. A big selling point was Vevo’s steadily growing mobile audience – crucial in its ability to target the hard to reach youth market.”

glue Isobar launched the #YNOT campaign for Toyota Aygo to promote the Vevo partnership.

This sees Aygo move from the TV market, where it used to sponsor Channel 4’s T4, to the digital market. The deal will see Aygo promoted across Vevo's entire platform and devices, with ownership of the What’s Hot Weekend round up of the hottest videos, and strategic sponsorship of the platform’s latest music video premieres.

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