Agency Network: 
February 2010

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.

Ambient advertisment created by Positivo, Peru for Toyota, within the category: Automotive.

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

Comments (11)

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Highest Rated

NomadDCLXVI's picture
Activity Score 441

to be honest - I would be pissed off it someone would cover my Honda.


NomadDCLXVI's picture
Activity Score 441

to be honest - I would be pissed off it someone would cover my Honda.


Brain-Art's picture
Activity Score 1101

I think i've seen this before. I'll try to get the link

thedesignaddict's picture
Activity Score 5403

My first impression when I saw this was it looks like a damaged Toyota (covered in dents). You know what they say about first impressions...

Dzsoi's picture
Activity Score 8532

lol exactly, I thought it was about some car insurance!

tubito's picture
Activity Score 107

this was done before...pretty sure

Hibon's picture
Activity Score 3734

Great idea... bravo. (i love ambient work... agencies should work more on that)

Simple ideas are the best !

brandingworthspreading's picture
Activity Score 648

As much as ambient campaigns are great, this is too elaborate for the message you want to convey. It's not natural. Just placing the invitation for the test drive on the mirror was enough.

hilazon's picture
Activity Score 150

wondering how effective the campaign was

Mandark's picture
Activity Score 403

and how many cars did u cover? god i would be pissed if i would see my car covered.. but to really get the idea accross i would have put the suncover on the windshield, the cards in the mirrors, maybe even a STICKER on the back window, and only THEN cover the car entirely with that. THAT would freaking get the idea across.

"U think it's perfect?! Press delete and start again!"

jayesh_chill's picture
Activity Score 71

I think this one's awesome!
Though thedesignaddict 's comment has got me thinking about its drawbacks.

I would really like to know about the results.

anibal smith's picture
anibal smith
Activity Score 48

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.