The 2019 Toyota Etios launched during Brazil's truck drivers' strikes, a challenging time for the industry. With an aggressive conversion goal and a digital-only budget, we leveraged the new model's enhanced safety features, long requested by consumers. The Safety Test Drive campaign combined a smart media strategy with tailored content, capturing the reactions of two unsuspecting (but supervised!) drivers as they tested these features on a track simulating real-world conditions, like wet spots, dirt, and sudden obstacles.

In just one day of filming, we produced content that resonated across a range of digital ads and social media formats. Despite a market downturn, we achieved the highest conversion rate for a digital car campaign in Brazil: 82% of leads were qualified, with sales increasing 23% for the Hatch and 17% for the Sedan.