To help Southeast Toyota dealers connect with generation Y, we wanted to do more than talk at consumers. We wanted to prove our relevance with brand actions. So we created the limited edition Yaris Onyx.

We created the identity, name and ads, as well as picked out the accessories that would most appeal to Gen Y. The $13,000 base-model prototype had $3000 worth of accessories added to it and sold for $21,000 within three days. The Onyx is now at all dealerships in the Southeast and has added new life and energy on the lots to the utilitarian Yaris.

We created awareness with a very targeted digital buy.