Competitors treated entry-level cars as commodities - we gave Yaris a personality.It’s a spirited car with a mischievous nature. Yaris says good design belongs to all, not just elitists. Yaris is cast as the cheeky champ of a hyper-real world. Executions highlight “real car” features—MPG, MP3, clean design, storage compartments Creative executions and media placements worked in tandem. Executions were all about accessible design; media was all about providing access and content.

•Yaris is segment’s #1 seller overall (70K+ units) and #1 seller to youth Honda Fit (28K) and Scion xA (32K)•33% of sales are to youth buyers 18-30, a 14-point increase over Echo •Yaris leads competitors in 6-month purchase intentions (5.2%)•Fit (2.0%) xA (0.33%)