- A test-drive of 70,0000 km, from Alaska to Patagonia in a Toyota Corolla 90 model driven by a 29-year-old young man.- The whole route was documented on the website www.elcorollladefilippo.com where people could follow the trip and know exactly where the Corolla was via Google maps. Radio and TV specials were broadcast about the travel and the reliability 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 increased its exposure by 50% - During the month long campaign the site had 56,000 unique visitors from in 87 countries - The average age of buyers dropped from 50 to 39 years.

- Sales increased by 43%