When the launch of the fifth generation Yaris came around, it was a big moment for Toyota. We were tasked with increasing sales of Yaris by growing segment share in a declining segment. We needed to convince the younger segment buyers that the Yaris was worth considering. We needed to convince them it was desirable by adding some emotion into their purchase factors.
The design and the self-charging hybrid powertrain gave the Yaris Hybrid a sense of endless energy. We recruited Katelyn Ohashi, superstar gymnast to be the embodiment of positive energy – the Yaris in human form. Famed for her unrelenting positivity in her viral floor routine, she helped us to inject the optimism, positivity and energy into the Yaris our audience were looking for.
We developed work for TV, social, CRM, digital & OOH. Thanks to our data-led approach, addressable assets were targeted at audience cohorts to create tailored, yet highly consistent creative.