Toyota Europe is heading “through the looking glass” for the launch campaign of its new edition Yaris Cross, with a modern retelling of Alice in Wonderland positioning the model as the vehicle designed for anywhere your curiosity takes you.
The “Ready for What’s Next” integrated campaign, devised by T&P, follows Alice on an unexpected adventure through Wonderland, made possible in her capable new Yaris Cross.
She spots a mysterious girl, the White Rabbit character, and makes the quick decision to follow her. The pursuit leads Alice from the mundane city into extraordinary environments, where she encounters characters including the Mad Hatter, the Cheshire Cat, and the Queen of Hearts.
Behind the wheel of the new Yaris Cross, Alice feels like she can go anywhere and discover anything. Not only is Alice in Wonderland the ultimate story of following your curiosity, but it is also a story that Toyota hopes will resonate with people of all generations, across Europe and beyond.
Throughout the spot, the car tackles tight city streets and forest terrain, showing off its durability and reliability. All the while, looking stylish as it drives on and on, from one unexpected setting to another.
The activity is being rolled out across multiple channels, including 60-, 30- and 20-second films, out-of-home, press, radio, and bespoke social executions created by the team at Hojkant. It also includes a suite of stills and digital assets that bring Wonderland to Toyota Dealerships across Europe.
Toyota Europe senior marketing communications specialist Michelle Maes said: “The Yaris Cross is already so well loved across Europe. T&P helped us tell the story of the new edition in a magical, memorable, and engaging way that will remind people what they love most about the car, while showing its latest updates.”
T&P creative director Mehmet Guven added: “Most people know and love Alice in Wonderland, whether it’s the book, the original film, or any of the adaptations. And the unique and distinctive characters central to that story just so happened to serve as representations of the new Yaris Cross features.”
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