Toyota Motor Corporation – HV Brand Campaign

Challenge

Toyota required a campaign to maximise Hybrid Electric Vehicle sales in the Australian market, and encourage test drives of the Toyota hybrid.

Idea

Engage social media influencers who represent the core demographics of Toyota to create a strong brand and product focused narrative through content that highlights the benefits of purchasing Toyota HEVs, and dispel the myths surrounding them.

Execution

Touch sent 6 influencers including AFL legend Adam Goodes and Bachelor, Richie Strahan to Japan for an exclusive hybrid vehicle experience where they got to test drive the Toyota Camry Hybrid on the impressive Suzuka Twin Circuit while learning about hybrid technology. Back in Australia, we re-engaged our influencers to promote the Camry Hybrid from local pop-ups in Sydney and Melbourne, encouraging Australians to attend and test-drive the vehicle. The influencers provided a compelling vision of the Hyrbid experience, through content and live videos that communicated the environmental and functional benefits of the Toyota hybrid.

Results

The campaign contributed to more than 300 test drives of hybrid vehicles in Sydney and Melbourne. Approximately 500,000 impressions were made across our influencer’s channels, and they developed 47 images, 102 stories and 4 blogs with a strong product focus. This generated 474 reader comments, sparking conversations around sustainability and the consumer shift towards hybrid electric vehicles.