Fantasy Road Trip

Toyota x LADbible Group x m/SIX

Agency: LADbible Group

Toyota sought to revolutionise the opinion of its all new NG Yaris among 25-34 ‘free-spirits’ in the UK. Partnering with LADbible and m/SIX, they tapped YouTube icon Max Fosh and six celebrities to take the NG Yaris on a “Fantasy Road Trip” into fantastical environments. Deployed during the longest lockdown in the UK, the campaign successfully leveraged the audience’s wanderlust, which was seen by 28m people, racking up 884k+ engagements and boosted consideration by +8 Percentage Points.