Toyota
Promotion campaign
THE PRICE FOR BORROWING MUM’S CAR
Attracting a new and young target group with firm insights
Toyota has long enjoyed a loyal following among Danish adults—but to stay relevant, it needed to connect with a new generation of drivers. With the launch of a competitively priced Aygo, we saw a chance to do just that. But instead of shouting about discounts, we tapped into a universal truth for young adults: if you don’t have your own car, you’re stuck negotiating with your parents for theirs—and that price can be steep.
From vacuuming the house to babysitting siblings, Danish youth knew the pain. We invited them to share their stories on Facebook, giving them a chance to win an Aygo for a week—or even for good. Partnering with The Voice radio station, we gave their stories airtime, letting them vent and laugh while building real engagement.
The result? A 3,242% increase in Facebook likes, thousands of new users, and—most importantly—a fresh, authentic connection between Toyota and a whole new generation of fans.
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Toyota is one of the world’s leading automotive brands, known for reliability, innovation, and long-term value. In Denmark and across Europe, Toyota continues to evolve—introducing smarter mobility solutions while connecting with new generations of drivers. From trusted family cars to compact urban models like the Aygo, Toyota is committed to making driving accessible, enjoyable, and always dependable.
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