Toyota Europe: When people buy 'what you do', not 'why you do it'
Paulo Carvajal
Campaign details
Client: Toyota EuropeAgency: Saatchi & SaatchiBrand: Toyota Europe
Summary
In 2013 car manufacturers in Europe were facing a new challenge: they had to start dramatically lowering their CO2 emissions in order to meet new EU criteria. For Toyota Europe this meant putting all their chips on their Hybrid range, and trying to double the amount of Hybrid cars sold, within a few years.
The problem was that for almost 20 years Hybrid vehicles had been positioned as future...