In a nutshell: Promote Toyota Kenya’s Asset Finance facility

The thinking: We knew that despite the TAs’ propensity to save, not many of them would reach into their piggy banks and fork out money to buy a car with one lump sum payment. We tapped into this culture of putting something away for a rainy day to inform our campaign direction. A popular saying among them helped us seal the deal (little by little, fills the measure).

The idea: We leveraged this saying (popular enough to inspire a musician to bring it to Eurostar) to highlight how, bit by bit, Kenyans could own their rides