CLIENT
Jadran Galenski Laboratorij d.d.
Maša Margan Vunić, Global Brand Manager
Ivana Konta, Regional OTC Manager
AGENCY
Utorak. Biro za propagandu. *Lead Agency
Jakov Vilović, Creative director + Copywriter
Iva Domić, account direktor + copywriter
Andrija Galić, Designer
PHD Media
Marija Maruševec, Account Manager
Matija Hojan, Digital Media Specialist
SUMMARY
To survive in tough market conditions, Toyota’s Aygo needed a complete reinvention. We launched the new generation of this model, the Aygo X, as the segment was declining, margins were shrinking, and our key competitor was growing increasingly dominant. With a mandate to grow sales, despite a 20-25% increase in list prices, we harnessed a simple yet valuable product truth and used it successfully shift perceptions from “cheap and cheerful” to unique and desirable. Our campaign delivered 38% sales growth in a segment that declined by 18% the same year.
