Camry Driver’s Heat
The all new Toyota Camry Hybrid premiered in the Nordic market at the Auto 2018 car show in Helsinki. To create interest for their new premium sedan before its actual launch later in 2019, Toyota Finland wanted to get the attention of business customers.
To reach the target group, we challenged young entrepreneurs from all over Finland with a LinkedIn and Facebook campaign to pitch their business ideas in a short video recording. Four finalists were then selected to partake in a special episode of Dragon’s Den with two dragons from the TV show to judge the pitches.
However, this was no ordinary Dragon’s Den pitch. In order to compete for a 10 000 € grant from Toyota, the finalists had to hop behind the wheel of the new Camry and pitch their business to the dragons who were sitting in the back seat.
With the competition, Toyota encouraged start-ups to share their vision, Always a Better Way, as well as showcase the luxury interior of the premium Camry.