Toyota AYGO: Go Fun Yourself: How bold advertising achieved more for Toyota than we ever forecast

'Go Fun Yourself' is a TV-led campaign, conceived in a social first approach. Playful to the core, the idea featured executions inspired by an online prankster and deployed varied contact points from dealership collateral and Vines to broadcast and digital. This case study provides evidence that the campaign achieved record memorability and engagement, helping to boost consideration and support the price premium of the AYGO. It is estimated to have delivered a net profit return of between 2.92 and 4.07 for every 1 invested, as well as in excess of 137m in incremental sales revenue.