Toyota wanted to raise awareness of their new Auris model, highlight specific benefits of the model and recommend readers sample the interior features and comfort of the Auris by taking one for a test drive. Daily Mail created a bespoke campaign for Toyota using 4 double page spreads in Weekend magazine, 4 teaser ads in Daily Mail and a 5 page microsite with competition in order to reach these objectives. Plus readers were offered the chance to win prizes such as a luxury holiday to Jamaica and business class seats to New York in order to incentivise a test drive.
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