February 2010
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Challenge: Shockingly introduce the new Toyota Yaris in the male and female youth segment, Hatchback car users.

Idea: Transforming the 3 prinicipal competing models (VW Gol Peugeot 306 and Renault Clio) in the new Toyota Yaris, inviting owners to test drive and challenging them to "change" their cars "old" with the new Yaris.

Strategy: Blankets were used vinyl printed with the design of the new Toyota Yaris, to cover all competing models that were parked in the places most frequented by the target: college parking lots, malls, pubs and nightclubs. When the owner approached the car covered puzzled, appeared a couple of promoters who removed the blanket and handed him a gift (top sun). They had previously placed the invitation to test drive the pilot's side mirror.

Results: The results showed a 21% of a total of 1.630 contacts for the test drive. 80% of sales to date have been specified in the youth segment.

Advertising Agency: Positivo, Peru
Creative Directors / Art Director / Copywriter: César Barrios

Comments (11)

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anibal smith's picture
anibal smith
48 Activity Scores

pucha que se pasaron, que pendejos

osea que cambie mi auto viejo por uno que no se que es y que se ve peor que mi auto viejo
porque el aspecto es muy malo asi digan que es un hatchback de primera o un rolls-royce phantom.
para colgar esto y adjudicarselo hay que ser bien caradura o bien sonso

para un taller de planchado de carrocería hubiese sido muy bueno pero ya quemaste la idea.