Just in case our target audience really, really wanted a package, we made some packages for them to choose from. The kind of weird, extravagant and unnecessary packages you’d give a car that’s already the full package. These packages were all real, and available to Yaris iA owners.

Our integrated online campaign highlighted the Yaris iA, its impressive standard features, and all the fun and ridiculous packages you could buy for this car, while telling people why this car didn’t actually need any. But if they wanted to get one, they could buy them on our packages microsite. If they paid $1.99 for the +1 Follower Package, we’d have someone follow them on social media for a week. Or if they paid $100,000 extra for the Collector’s Edition Package, they would get a giant acrylic box to keep their Yaris iA in mint condition.

Our integrated campaign ran from 19 February – 31 May 2017. This included pre-roll videos on YouTube, social videos on Facebook, social posts, Snapchat ads and filters, online banners, a microsite, a live guerilla event, as well as the packages themselves. The packages were available on our campaign microsite during this time period, where Yaris iA customers could purchase any of the packages. We hosted the Whole Enchilada Event with Danny Trejo at Trejo’s Tacos on 31 March 2017, and released a content video on Facebook and YouTube three days later.

Since the campaign launched, Yaris iA sales increased by 19%, daily visits to the Yaris iA model page increased by 332%, Yaris iA model mentions on social platforms have increased by over 800%, search demand for “Toyota Yaris iA” has increased by 73%, and click-through rate increased by 32%.