Titled ‘Make Your Mark’, the advert is an entertaining 60-second spot that drives the extensive print, press, out-of-house and digital elements making up the rest of the campaign. It flighted for the first time on Monday, 16 November and, after a few weeks, was followed by a 30-second edited version to bolster reach and awareness.
Shot by Your Girlfriend over two days in a very cosmopolitan area of urban Johannesburg to complement the new bold styling of the Aygo, ‘Make Your Mark’ is a riff on the successful ‘boy needs car to be cool’ execution but is so fresh and sleek that it creates that inner smile South Africans have become accustomed to feeling whenever they watch a Toyota ad.
It was created by
FCB Africa CEO and chief creative officer Brett Morris with FCB Johannesburg’s creative director Tian van den Heever, art director Alex Christodoulou and copywriter Gila Shapiro.
The team used the print, press, out-of-house elements of the campaign to emphasise the new styling of the X-shaped grill along with the price of R138 900 (at time of release). Digital played a major role launching the campaign – there were carousel ads on
Facebook – and will continue to do so for the duration. There’ll be Aygo trick videos and
Instagram puzzles, all developed to boost interaction with the brand and encourage test drives.
You can watch the video
here.
For more information, visit
www.fcb.co.za. Alternatively, connect with them on
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