Aygo X-Fighter Social Content Campaign for Toyota

To launch the All-New Aygo, we 3D printed an RC car and filmed it performing tricks, we had a influencer lead social photographic competition and we created a tile puzzle on Instagram.

This is the Aygo you're looking for.
The Campaign

To introduce the all-new Toyota Aygo to the South African market, Toyota South Africa reteamed with Red Bull X-Fighters to captitalise on the success of the previous year's Yaris X-Fighters sponsorship campaign. Being a model that had no prior space in the market we needed to create buzz on our social platforms around the Aygo in a fun and appealing way.
We conceptualised an integrated campaign that would work on three different levels:
1. Engaging video content;
2. An influencer driven photographic competition; and
3. An innovative platform execution to create some attention for our newly launched Instagram account.
The Aygo RC X-Fighter
 
To gain engagement with our existing fans, we decided to film 8 social videos that captured a remote-controlled model of the Aygo tearing up a scaled-down FMX track.
 
We 3D printed a vehicle body and fitted it to a beast of an RC car. We then built an in-door arena out of foam, pine boards and building sand to put the RC Aygo through it's paces, capturing daring tricks in the process.
Suit up for any occasion in the new Toyota Aygo.
The remote controlled Aygo making its mark in the dirt with some perfectly executed Donuts.
Have you ever seen something so small, go so huge?
This is how we roll!
The Aygo X-Fighters Photographic Competition
Photo by Nicole Olwagen
To get reach for this campaign we tapped 6 up-and-coming photographic influencers to gain traction with our young, aspirational audience. Having secured the talent, we organised a photoshoot with the Aygo vehicle and South Africa's own X-fighter Nick de Wit. We placed the Aygo on the track and gave all of the influencers the opportunity to shoot the vehicle while Nick tore it up around the vehicle.
Photos by Cedric Nzaka and Jeffrey Rikhotso
We selected the best shots from each of the influencers and took it to our fans on social to determine the best shot of the Aygo. The Influencers sent all of their followers to our platforms to vote. Fans voted on Instagram, Facebook and Twitter. We made use of standard posts and carousel ad placements to get the word out. 10 lucky voters won tickets to the X-Fighters event in Pretoria and the winning influencer took home brand new photographic gear to boost the development of their craft.
Photos by Mpumelelo Macu, Alessio La Ruffa and Chisanga Mubanga
The Aygo Instapuzzle
 
Lastly, to push the boundaries on a platform that was new to Toyota South Africa, we created a tile puzzle game on Instagram. We split up a shot of the Aygo into 9 squares. These images were posted to the Toyota South Africa account out of order. Followers were instructed to like the separate photos in the correct order to construct the full image.