New car, new message, new technology.

The Toyota AYGO wasn't simply a new car, it was a new brand. Aiming at a younger audience that wouldn't normally include Toyota on their shopping list.

A challenge for the CD-ROM was to appeal to that younger audience, to connect through imagery and content that the target group would feel comfortable with, that wasn't patronising or talked to them as a 'marketing segment'.

Use of video interviews with prospective purchasers reinforced that it was now OK to consider this new Toyota, for its striking design, youthful appeal, cost of ownership and funky interior.

The CD-ROM leaned heavily on the proposed marketing and borrowed the AYGO style created for this more youthful prospective customer base. In the same way that the marketing communications sought to speak directly to them through 'edge' tactics, which included brand messages at selected concerts and extensive use of the web to attract enquiries, so the CD-ROM used AYGO styling to reinforce the key messages.