With the specific challenges in mind we decided to integrate the Aygo in the TG’s media environment to get ‘Aygo under their skin’. Insights showed that the TG for a large part listen to radio – indeed the morning show on Sky Radio. We succeed in negotiating a Branded Content agreement with the morning show on SkyRadio, the TG’s no.1 radio station together with their no.1 radio host. We could therefore integrate radios reach and ‘intimacy’ dimension together with the Aygo introduction. This approach has never been done before in Denmark.

Channels were used synergistically around ‘what happened to the ONLY Toyota Aygo in Denmark”. By using trusted touch points (radio listening and preferred public transportation) as well as skyradio.dk and aygo.dk, we captured the TG across all channels. The online integration with updates about the ‘stolen’ Aygo and competitions increased and sustained the dialog with the TG.

Results The Aygo introduction created a huge Buzz among the TG through out the whole campaign period. But most importantly, the campaign generated sign-ups for test drives at a cost of appr. 22 euro/piece – well below the normal benchmark at 33 euro/piece.