18-34 is a prime target fo the Toyota Aygo. If only that age group was easy to reach.

The&Partnership has partnered with Snapchat and Spotify, and created a highly addictive Snappable game, Snapchat Lens and branded Spotify hub, to 1.) reach and 2.) entice this elusive bunch of human beings. The Spotify partnership was negotiated and managed by The&Partnership’s media agency, m/SIX.

Patrick Williamson, communications director at The&Partnership, explained, “The instant gratification culture of both platforms makes these partnerships an ideal cultural and strategic fit too. As there are no likes or comments on Snapchat or Spotify, users face fewer interruptions and can be more spontaneous, playing into the campaign strategy. The design of both our Lens and Snappable executions allows for an exhilarating playing experience, while our partnership with Spotify surprises and delights users of that platform in equal measure.”

As the name hints, AYGO Snappable game, Aygo Kart, is an online race game race using Snapchat’s augmented reality lenses. Players compete against their friends in their own personalised Aygo, using touch, head movements and facial expressions, avoiding obstacles and picking up bonus points, competing for the highest scores.

The&Partnership has also designed a Lens for the platform following the storyline from one of the campaign’s films, Where next? Wherever, released earlier this year. In the film, an Aygo driver reacts spontaneously to the text messages he receives through AYGOs Apple CarPlay technology. He has to choose between football with his friends or dinner with his girlfriend. In the Snapchat Lens, users move their heads left and right to make Snap decisions about what to do next.

https://youtu.be/NbF8Z2y6irc

The Spotify campaign is designed to encourage variety in music, with listeners on Spotify’s free, ad-supported service targeted with specialised ads based on their style of listening. The activity focuses on “variety” and “favourites” listeners – those who listen to a range of music and those who listen to a more limited selection, to encourage them to take the opportunity to try something new. They will be driven to the Aygo branded hub, where they will be presented them with a playlist chosen just for them. They will also be able to enter a prize draw to win tickets to gigs near them, with a twist – they only have 7 days to redeem the code and claim the tickets worth £100, or the prize is lost – encouraging them to be spontaneous.

The full Aygo Just Go campaign is running across TV, VOD, digital out-of-home, dynamic digital display and social – and urges consumers to live more spontaneously

Credits: 

Agency: The&Partnership

Creative Director: Dominic Gettins

Creatives: Dani Asensio (Art Director) and Tom Sillars (Copywriter)

Planners: Alex Fennemore & Segun Ogunsheye

Business Director: Rob Crilley

Account Director: Natalie Carpenter

Senior Account Manager: Mike Vinall

Production Company (Spotify partnership): Red Apple Productions

Media Agency: The&Partnership

Media Planners: Patrick Williamson (Communications Director) and Vicky Pyatt (Partnerships Manager)

Client: Toyota GB

Manager, Brand Awareness: Matthew Blake