A Test Drive of 70,000 KM, from Alaska to Patagonia in a Toyota Corolla 90 modelChallengeTo launch the concept of the reliability of the Toyota Corolla and show that it can be a car for young audiences in a country where most buyers are over 50 years old.

IdeaWe gave a Toyota Corolla 90 model, to a young man (aged 29) to take a 70.000 km ride through streets and roads all over America.Results: - Thanks to all the free press Toyota incresead its exposure by 50% - During the month long campaign the site had 56.000 unique visitors from 87 countries - The average age of buyers dropped from 50 to 39.

- Sales increased by 43%

We gave a Toyota Corolla '90 model, to a young man (aged 29) to take a 70.000 km ride through streets and roads all over America. The whole route was documented on the website www.elcorollladefilippo.com where peolple could follow the trip and kwow exactly where the Corolla was through google maps. Radio and TV specials where broadcasted about the travel and the realiabilty of Toyota Corolla. Finally a book with all material gathered was launched.

People and Media did the rest.

Thousands of media and people who found the Corolla in streets and roads all over america, spread the message all over the World.

- Thanks to all free press Toyota Incresead its exposure by 50% - During the month long campaign the site had 56.000 unique visitors from 87 countries.

- The average age of buyers dropped from 50 to 39 years.

- Sales increased by 43%