Toyota implemented a new multichannel engagement strategy to change their marketing focus from branding to engaging directly with potential car buyers. Their goals were to collect contact information from customers across multiple channels, improve the sales process, and increase sales and market share. Their strategy involved focusing on digital engagement and communication throughout the customer lifecycle using different channels. This unified approach allowed them to drive awareness with mass media and engage customers on their website and via mobile/email to request test drives. The results were impressive, with mobile fueling 16% of sales and Toyota's Avensis model leaping to the 3rd most sold car in Denmark.