The Toyota AYGO is a small car, with one big difference. In Sweden, it's not a car you can buy, it's a car you subscribe to. This unusual market proposition is targeted at the younger, and more money conscious consumer.Our main challenge was to clearly convey the idea of subscribing to a car, as opposed to buying it. We needed to raise awareness, instill a sense of curiosity and explain, in very clear terms, how the offer worked. Ultimately, the campaign needed to offer something new, fresh and interesting.