Toyota Europe: When people buy 'what you do', not 'why you do it'

This case study details how Toyota Europe, the automaker, promoted its hybrid range across 22 markets to meet new EU CO2 emissions criteria by utilising the idea of 'happier drivers'.

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...

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