Toyota is rolling out a multichannel, multi-market platform for its hybrid vehicles.
The pan-European effort, from The&Partnership, is themed “We Choose Hybrid” and highlights the automaker’s position as a market leader in hybrid technology, with what it claims to be a larger customer-base and larger range of hybrid models than any other automotive manufacturer.
It is The&Partnership’s first work for Toyota since winning the combined creative, media and digital business for Toyota Motor Europe last November.
The campaign will break first in France, Italy, Sweden and Norway, before rolling out across Germany and the UK in early October.
“We Choose Hybrid” aims to increase interest in hybrid cars across a broader demographic of “progressive mainstream” consumers Europe-wide, educating and informing people about how the technology works and debunking the myths surrounding hybrid.
The effort includes more than 150 pieces of brand-led, product-led and educational digital content. The suite of content is based on data-driven insights about the current perceptions of hybrid across European markets, and aims to address the most common barriers to purchase, whether emotional, functional or social.
In a sophisticated digital media strategy from The&Partnership’s media agency m/SIX, consumers will be targeted with a level of information tailored to their varying levels of understanding of hybrid technology — aiming to address and overcome the barriers most likely to affect them, according to the agency.
Responding to individual consumers’ engagement levels, the campaign will provide an increasing depth of information as time goes on, as well as serve up more model-specific information to those in the market for a new car.
Components include TV, in-cinema, print and out-of-home. The film aims to remind viewers that hybrid engines are no longer the preserve of a small percentage of environmentally conscious drivers, as well as highlight the power, beauty and progressive design of Toyota’s market-leading range of seven hybrid models.
Data shows that most drivers still have a limited understanding of the benefits offered by hybrid technology, and that there were significant misconceptions about the people who choose hybrid vehicles, says Andre Moreira, executive creative director, Team Toyota, at The&Partnership.
The campaign aims to remove those misconceptions by celebrating the 10 million drivers who already have chosen a Toyota Hybrid.