Saatchi Design Brings Its Playful Twinge to Toyota's Aygo Brochure

Saatchi & Saatchi Design has developed a brand new approach to Toyota’s product brochures for the highly anticipated launch of the Toyota Aygo across Europe.

Saatchi & Saatchi Design is part of Prodigious, Publicis Groupe’s Production Platform, which brings together specialist design and production expertise in print, video and digital. Its role is to help global brands produce and deliver their marketing messages across the planet by efficiently bringing to life creative concepts.

The new Aygo is fun and playful by nature and offers endless possibilities for customisation. It is designed to suit owners who want to express their individuality without taking themselves too seriously. Not only did the product brochure need to express the car’s unique positioning, it also had to simplify the unusually numerous features to choose from.

Following extensive research, Saatchi & Saatchi Design refreshed everything from the copy and visual language to the structure. As well as adding interactivity, through image recognition technology, to help bring the car to life and create a bridge between digital channels.

Then hand in hand with Saatchi & Saatchi Design, Prodigious managed the centralised print production of the Aygo brochure and ebrochure App across Europe. Delivering over 18 market language versions and supporting a further 19 market language versions with master layout and assets.

The result is a car brochure tailored for the digital era that is an experience in itself, taking readers right into the Aygo world and making the perfect extension to Go Fun Yourself campaign developed by Saatchi & Saatchi for the launch of the car this June. Alex Carnazza, Brand and Communication Manager – Toyota

Motor Europe, says “the new brochure instantly raises expectation levels with the perfect mix of useful and inspiring content that benefits our audience and seamlessly connects our on and offline worlds.”