Echo Hatchback
Astral Mix was hired by Toyota to create a springboard for the launch of the new Echo Hatchback. The challenge lied in seducing young adults ages 18 to 34 - focusing mostly on men - by capitalizing, in a humorous way, on the small car’s incredible roominess.
Using a synergistic mix of television, radio, outdoor and Internet advertising and promotional events, coordinated by teams in the field, Astral Mix created an impressively successful campaign, leading to increased brand awareness and its association with the notion of “fun.” The strength of the campaign lay in the contest “Embarque et gagne” (Jump in and win!). Supported by the media platforms, it allowed us to kill two birds with one stone: a road test with potential buyers, and attention-grabbing advertising highlighting the car’s greatest advantage: its interior spaciousness.