Toyota targets youth with personalised content

Toyota is launching a social media initiative that invites fans to create a personalised pop video alongside the animated stars of its recent campaign for its Yaris model.

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The Facebook and Twitter campaign, created by Saatchi & Saatchi, allows fans to submit a personalised “shout out” from today (5 January), that will be created as a video starring the ad’s characters; rapper Gadget and Slick the puppet.

The car marque introduced the Outsmart Life campaign in August to support the launch of the new Yaris last year and target younger drivers. It has been developing complementary social media activity since then.

Lisa Fielden, brand and digital marketing manager at Toyota says: “The ‘Gadget Guy’ TV creative has been a big hit for the all new Yaris, and has made an impact in the conversations of our target audience. The shout out campaign takes this a step further, giving them a great piece of content that is both fun and sharable, while reinforcing the clever and pioneering features of the all new Yaris.”

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