Toyota positions the Aygo as the go-to car for those who don't take themselves too seriously with 'Go Fun Yourself' initiative
For the new generation Aygo Toyota has co-created ‘Go Fun Yourself’, a multi-channel campaign teaming up with online pranksters, comedians, improve actors and YouTube stars.
The campaign aims to emphasis Aygo’s position as a playful, dynamic car of choice suited to those who don’t take themselves too seriously.
Targeted towards a younger audience the series of prankster style videos will run across European markets, including the UK, France, Italy, Germany and Denmark, in cinemas, on TV, online, in print and through social from today (Thursday 12 June).
For the launch spot, Saatchi & Saatchi collaborated with an internet joker best known for his YouTube channel ‘The Magic of Rahat’ to recreate his Invisible Driver trick. In the film Rahat steps into a costume which perfectly matches the car seat of the new Aygo to make it appear as if no one is driving. Using hidden Go-pro cameras, the film captures the real reactions of drive through employees, valets, car wash attendees and pedestrians.
Stephane Rydlewski, brand and communication manager at Toyota Europe said the brand wanted to “do things differently” for the launch and described the campaign as “the perfect way to express the true spirit of the car – fun, provocative and irreverent, without taking ourselves too seriously.”
Saatchi & Saatchi creative partner Paul Silburn added: “Go Fun Yourself perfectly captures the look and spirit of the new Aygo.”
Additional creative executions and social activity with other pranksters will roll out across the year and will be hosted on Toyota’s website and YouTube channel.
Content created with:
Saatchi & Saatchi
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