Toyota is lauding its proficiency at marrying different forms of power within its vehicles with its ‘We Choose Hybrid’ campaign, the first to be delivered by The&Partnership since it won the creative account.
The multi-channel promotion seeks to reinforce Toyota’s status as a market leader in hybrid technology by drawing attention to the fact that it currently has a larger customer base and more hybrid vehicles out on the road than any other manufacturer.
Succeeding Toyota's 'Fall in Love with Driving Again' drive the campaign is designed to accelerate adoption of the technology.
To achieve this ‘We Choose Hybrid’ contains over 150 pieces of digital content each of which carries tailored information for specific consumers, serving up increasing depth to the information on offer as the campaign progresses.
Andre Moreira, executive creative director for Team Toyota at The&Partnership, said: “Our data showed 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 (no, they’re not all tree-huggers). The ‘We Choose Hybrid’ platform aims to remove those misconceptions by celebrating the 10 million progressive drivers who already made that Hybrid choice.”
An accompanying TV and cinema run will run across Europe this month to mark the starting gun for these efforts.