We choose Hybrid
As diesel’s popularity declined, Toyota had to quickly grow its hybrid sales before competitors had time to launch their own hybrids. But the vast majority of car buyers rejected hybrids. Why? We cross-referenced audience digital behaviours with our own quant study to identify a host of reasons – functional, emotional, social. This led us to develop We Choose Hybrid, a creative platform big enough to paint a new image of hybrid drivers, and flexible enough to accommodate a broad system of creative assets tackling the many different barriers.
The campaign won a Gold Marketing Society Effectiveness Award for Global Brand Marketing and a Gold Media Week Award for Best International Campaign, delivering record Toyota hybrid sales and improving the brand image of Toyota as the ‘hybrid leader’.