Toyota is leveraging the cinematic experience to launch its new Aygo X Hybrid model, renewing its partnership with Rai Pubblicità for a campaign targeting a younger demographic. The initiative, announced February 19, 2026, aims to capitalize on the resurgence of cinema as a cultural hub, particularly among Gen Z and Millennial audiences.
The campaign encompasses a network of 832 screens across Italy, with dedicated activations at Notorious Cinemas Sarca in Milan and The Screen Cinemas Ottavia in Rome. These locations, transformed into experiential spaces between February 5th and March 4th, allowed potential customers to interact directly with the Aygo X Hybrid, receive information, and schedule test drives. The physical presence of the vehicle was complemented by digital integration, including spot advertising during film screenings and takeovers of videowalls and monitors within the cinema foyers.
Toyota views cinema as a “premium” environment conducive to brand building and direct consumer engagement, moving beyond traditional advertising methods. The Aygo X Hybrid, the first full hybrid model in its category developed and designed in Europe, is positioned as a compact urban crossover with low CO₂ emissions (85 g/km WLTP).
This strategy reflects Toyota’s broader approach to engaging consumers through unconventional entertainment initiatives. The company aims to connect with younger generations through platforms and languages aligned with their interests, according to statements released by Rai Pubblicità. The collaboration with Rai Pubblicità signifies a continued investment in reaching audiences within a high-attention setting.
