Aygo Launch
"Toyota (GB) PLC launched the new AYGO in the middle of 2005. As a brand new car in a new city car segment, Toyota had no existing customer base for its Centres to market to and therefore commenced the project with a distinct marketing challenge.
At the outset, the approach was defined as a multi agency one - with all bringing varied skills to the table - GRP's role was instrumental in bringing the product launch to life for the Toyota Centre network. For the first time the launch was not only centrally planned from the outset but was also centrally executed using GRP resources. With a younger target market to aim at, innovative routes to market had to be used and these combined product placement with SMS messaging, bar and washroom media, html, e-mail and more traditional press and radio routes."
Neil Broad TCMS
Marketing Manager
Toyota (GB) PLC