We wanted to tell people that the clever Toyota Yaris uses less, but gives more. To demonstrate this we donated 2/3 of our prime outdoor space to a worthy cause, an important Australian charity struggling to make a difference during the worst period of the GFC. Each charity had 4 weeks on prominent billboards, providing exposure to more than 240,000 cars a day.

The response to the promotional idea was overwhelming, with exposure to over 7 million cars creating an increase in donations for all three charities and a lot of goodwill for the Toyota brand and the Toyota Yaris. In the highly competitive light passenger vehicle segment, and despite tough times, market share for Toyota Yaris increased to 19.4%, up 2.5% in the 2 months following the outdoor.