The brand needed to communicate the security technological features.

So we though that a great way to communicate this, is making the ugly truth works for us.

We realized that if Toyota cars have the best security systems, even the worst drivers in the world could be safe in a Toyota. And we though that the worst drivers in the world could be peruvians.

So we went to the Peruvian Examination Center and ask for the five worst drivers that score the perfect zero in the exam and that have the most quantity of failures and reproved examinations.

We identified the five worst peruvian drivers and hire them as our test drivers.

We implement this incredible examination center in the middle of the desert with some extreme driving test courses.

Then we identified the five worst drivers certified by the peruvian driving agency and hired them as test drivers.

Everyone of them had to drive the Toyota cars in really extreme driving situations to prove Toyota´s security systems.

Meanwhile we were filming a documentary of each one of them.

After that every episode were aired on TV and social media.

The characters became celebrities nationwide.

Toyota´s security systems became quickly the most respected security features in the country.

5 Episodes were aired.

5 new celebrities were born.

200% more Toyota´s Youtube subscribers

The impact of this idea was huge.

Over 3 million in free media impressions.

Nationwide everybody talked about this funny drivers and they became really famous in the country.

The awareness about the importance of security in cars became trend topic in every conversation around the country and the goodwill for the brand was incredible.

The sales increased 10% and 90% of them were never before Toyota owners.