Toyota Hybrid: Transparent test drive
Kauko Kyyrö, Patrik Liljeback, Nazzareno Sifo, Ville Lempiäinen, Tero Perttula and Jussi Lehtinen
Campaign details
Brand owner: Toyota Auto FinlandLead agency: Lahtinen Mantere Saatchi & SaatchiBrand: Toyota HybridCountry: FinlandIndustry Eco, hybrid, electric carsChannels used: Internet - display, Internet - general, Internet - search, Online video, Print - general, unspecified, Social media, TelevisionMedia budget: Up to $500k
Executive Summary
New customer behaviour tends to buyers seeking information about cars online rather than by visiting dealerships: in a short periodin 2014 the overall customer...