Vevo has renewed its advertising partnership with Toyota Aygo for a third consecutive year.
The video platform will be relaunching its presenter-led editorial show, VVV, on August 28, with Aygo said to have an integral part in the relaunch. The 12-month campaign will will deliver original content programme commissioning and sponsorship.
The deal was brokered by Toyota Aygo’s agency, Newcast, ZenithOptimedia’s brand partnership division. The previous partnership between Vevo and Toyota has been so successful that the Go Fun Yourself campaign with Vevo’s VVV won in the Digital Activation (over £750k) Category at the 2015 Sponsorship Awards.
James Cornish (pictured), sales director, Vevo UK commented: “We are thrilled to extend our partnership with Aygo for another year. We have worked closely with the team at Toyota and ZenithOptimedia to create a bespoke relationship with the brand, which has delivered amazing results as well as real brand awareness amongst their target audience. Their signing with us for a third year is testament to how our teams have worked together to deliver outstanding, award-winning results. Vevo is the number one music video platform in the UK, which means we are perfectly placed to help Aygo deliver a strategic and integrated campaign.
“VVV is a key editorial programme for us at Vevo, and we are really pleased that Toyota has been a big part of its journey; as they will continue to be when the series re-launches on August 28. VVV will move to a new monthly show format and will be the go-to place for regular monthly music entertainment. We are really excited to once again be working with the Aygo team.”
Jemma Shaw, advertising specialist, Toyota, added: “Our partnership with Vevo over the past two years has proved to be a great success and we have seen some fantastic results. The Vevo sponsorship delivers the perfect brand fit for Aygo; it has produced heightened brand awareness and has undoubtedly helped to drive incremental interest in Aygo.
“Working with Vevo, we have been able to seamlessly integrate our brand into some of the hottest new music content and engage with Vevo’s younger audience. We are delighted to continue into a third year and are extremely excited to be working with Vevo on the re-launch of VVV this summer.”