Toyota Aygo, launched in 2011 to appeal to the younger, first-time buyer living in a household with monthly income exceeding R30 000, is back on the screen with a new TVC from FCB Joburg.
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 November 16 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 seamlessly creates that inner smile South Africans have become accustomed to feeling whenever they watch a Toyota ad.
View the ad here:
It was created by FCB Africa CEO and Chief Creative Officer Brett Morris with FCB Joburg’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 amazing 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.
Client: Toyota SA
Brand: Toyota Aygo
Senior Manager: Advertising & Digital Marketing: Natasha Eddie
Creative agency: FCB Joburg
Executive Business Director: Reagen Kok
Group Account Director: Wendy Lundie
Chief Creative Officer: Brett Morris
Creative Director: Tian Van den Heever
Copywriter: Gila Shapiro
Art director: Alex Christodoulou
Strategic planner: Kabelo Lehlongwane
TV production: Barbara Clark
Media planners: Gwen Bezuidenhout
Production house: Your Girlfriend
Post-production: Blade, Freq’ncy
Draftfcb South Africa – Brett Morris (011) 566-6000
Draftfcb Johannesburg – Alistair Mokoena (011) 566-6000
Draftfcb Cape Town – Eric D’Oliviera (021) 404-0300
Hellocomputer – David Moffatt (021) 404-0300
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FCB South Africa has a reputation for building South Africa’s favourite brands. That’s probably because we consistently produce South Africa’s favourite campaigns. Founded on ideas that truly connect with real South Africans. Ideas that solve business challenges. Ideas that win awards. Ideas that make a difference to our community, our country and our planet. Ideas that matter.
A network of individually run and managed agencies, FCB South Africa offers full service advertising; data analytics and visualisation; corporate identity, way-finding and packaging design; digital; experiential; promotions; public relations; retail advertising and social marketing solutions.