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.
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