TOYOTA AYGO
EUROPE LAUNCH CAMPAIGN
The challenge In October 2015, Toyota launched the Aygo X-Cite.
And it came in only one colour: BLUE. Now, how could we make this a bit more interesting?
Easy: By transforming one same colour into nine different ones.
Idea Instead of launching the new AYGO model, we decided to launch the color blue. To make it more interesting we transformed the same blue Aygo into many different models colors with pretentious and memorable names, all exactly the same color. We launched with an online catalog with a description for each color.
The results were amazing.
All the colors were sold out. The absolute favorites were Noble blue blood and Blue Mosquito Lamp. Weird, given that the pre-tests had all pointed towards Blue Pill Blue and Bluetooth. Blue Aygo is a regional idea with the power to impact like a local campaign.
+ All the posters were included in the Poster House NY’s permanent exhibition.
