| Titre | Do Something Memorable |
| Agence | T&Pm |
| Campagne | Do Something Memorable |
| Annonceur | Toyota Motor Corporation |
| Marque | Toyota |
| Date de première diffusion/publication | 2005 / 1 |
| Produit | Aygo |
| Secteur d'activité | Voitures |
| Synopsis | Do Something Memorable is the launch commercial for Toyota's new small car the 'Aygo'. Targeting European twenty-somethings, it shows a group of friends having a memorable day out. The ad is set to a specially created Paul Oakenfold track. |
| Philosophie | Do Something Memorable reflected the common mindset of the young Europeans we had met during our research process. They did not feel restricted by time or place. They have the courage, confidence, creativity and desire to create truly memorable experiences. Furthermore, it was ingrained in the car itself the Aygos design and driving experience makes the car both memorable and the facilitator of memorable experiences. In accordance with needing to target this hard to reach audience, in addition to developing a TV and print campaign, we developed non traditional marketing to including viral marketing. Furthermore, we held an event where designers from each of the key Aygo launch markets were asked to design their own version of the car. We signed up the critically acclaimed DJ/Musician Paul Oakenfold to produce a track for the car, which was released soon after the commercial first aired. |
| Problème | Unlike Toyota's previous models, the Aygo was set to appeal to a much younger audience of twenty-somethings. We knew that if we were to stand a chance of reaching, let alone appealing, to this audience we needed to find a big idea that could be translated into non traditional marketing. |
| Type de média | Télévision & Cinéma |
| Longueur | |
| Marché | Europe |
| Maison de production | Outsider |
| Directeur de création | Charles Inge |
| Directeur artistique | Charles Inge |
| Réalisateur | Anthony Atanasio |
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