Business Goal: Attract a more youthful target to Toyota Avalon, a car described as a “couch on wheels”.​

Insight: Automotive Luxury = tired rules and wannabes. But True “Luxury” is the freedom to rewrite the rules to stay true to who you are.​

Solution: Position Avalon as the opposite of FAKE – because nonconformity is more your style. ​

Results: ​Sales increase of 200%, share rose from #5 to #2​