The partnership will last for three months initially, and Toyota, agency Newcast (the non-traditional media arm of ZenithOptimedia, launched last May) and Bebo are already in talks to integrate the Aygo into storylines for the subsequent three months.
Character Charlie will take the Aygo on a road trip of university towns and cities.
"This marks the first time Toyota has really thought about engaging with our audiences as they want to be engaged with," said David Grainger, business director, Toyota.
Toyota wants the younger audience to reassess the Aygo. To this end, the brand has been sponsoring Channel 4's weekend slot, T4. In a renewed deal, sponsored T4 idents will now run until December 2008.
Toyota's brief was to translate the existing Aygo youth audience proposition in a new, engaging way. Newcast has already partnered with Bebo for Paramount and NSPCC.
The brand integration will kick off on the week commencing the 25 February, while the idea will be seeded in the show from early February. It will be supported with a Bebo profile page, and an Aygo-giveaway competition to extend brand interaction beyond each episode.
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