The new generation Toyota AYGO launched in 2018 with a wildly spontaneous and fun Just Go campaign. As the go-to choice of a young urban driver, we wanted to give Just Go a local touch and show the city of Helsinki what the campaign promise means.
In a never before seen live test drive, we combined influencer marketing with digital outdoor advertising and gave Instagram influencers @mariieveronicaofficial and @ihanahermanni an AYGO for a day-long test drive to cast on their Instagram Live channels. To break the campaign out of just one media, we expanded the live campaign to vertical digital outdoor ads in the centre of Helsinki to bring the vertical mobile format to the streets.
The test drive was designed to showcase the technical features of the new AYGO in relevant ways to our young target audience and it showed. The Instagram stories got over 1,2 million organic impressions, on top of over 100 000 people who saw the same feed on the outdoor ads. The campaign was a success also in terms of website visits, as the AYGO car chapter visits spiked by 1200 % with each user visiting the site an average of 3,5 times.