Direct mails to customers (who bought a Toyota in the last three years) integrated with print and TV. "An intelligent spacecraft for intelligent creatures!" The mailing “top secret” revealed that aliens had landed in Austria to "kidnap" the new Yaris. Photos were added to proof this fact. Clients were asked to help. To report "sightings" and to watch over places where the Yaris is positioned (= Toyota outlets) shown in a map. A rescue foil for adventurous encounters was included.

To avoid more kidnappings intelligent human beings were requested to take care of those cars and do test drives.

Challenge: To stage a comparatively small car with witty slogans (mentioning space crafts, aliens a.s.o) and a likeable story to trigger curiosity. Due to that creative concept the interesting capacity concept and the trendsetting design of the new Yaris could be demonstrated perfectly.Results: 895 registrations for test drives (12,7 % = 50 % more than expected) Sales volume: 3.073 cars despite serious delivery problems = 34% above target Expenses:Mailing: 15.400.- EuroMedia: 600.000.- Euro Cost-benefit-analysis:Cost per test drive: 17,1 EuroCampaign: cost per sold car: 200.- Euro