Toyota: We Choose Hybrid

Toyota, the car brand, used branded content to increase sales of its hybrid car models in Europe.

Campaign details

Brand: ToyotaBrand owner: Toyota Motors EuropeLead agency: m/SIXCountry: EuropeIndustries: Eco, hybrid, electric carsMedia channels: Online display, Online video, Outdoor, out-of-home, Print, Search marketing, Social media, TelevisionBudget: Over 20 million

Executive summary

It's 2017 and the Volkswagen 'dieselgate' scandal has put hybrid firmly on the agenda. Toyota's hybrids were launched in 1997, and now, as competitors fast-track their own models, Toyota can finally capitalise on those years of investment. However, even with significant incentives now available for buyers, the majority of car purchasers continue to eschew hybrid...

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