TOYOTA

Toyota are Ireland’s favourite car brand and 94% of Toyota sales in Ireland are Hybrid. In 2023 Toyota introduced fantastic 5^th generation Hybrid technology to many models, with sleek new design credentials, driving in EV mode over 50% of the time on average, without ever plugging in.  We wanted to celebrate the new style and design of Toyota Hybrid and get younger drivers to notice our brand. This meant re-introducing the brand to this audience, making Toyota appeal to them in a new way. One key insight for the wider audience was that of the 2.5 million drivers on Ireland’s roads, 1.4 million are still driving diesel. We felt it was time they were encouraged to consider a change to a more sustainable driving choice. We have permission to do this as Toyota ceased diesel production globally in passenger cars in 2018, the only top ten mainstream car brand to do so (still).

Cue our Make the Move campaign. It’s all about a move to better, electrified freedom, the joy of being able to go wherever you’re going without having to plug in and about a move to more sustainable driving; Toyota Hybrids have 90% less harmful NOx than diesel and less Co2. Visually, we used animation to inject a new energy into the already well known and respected Toyota brand. We focussed on creating something fresh, colourful, and distinct. When it came to copy, we made sure we kept our language local and our tone confident and relatable. And yes, that track from the fabulous Lady Bri brings a little extra oomph to every asset we create.

So what exactly did we create? Here’s the breakdown (so far):

Film 40s, 30s and x3 20s, Radio , Outdoor, Digital Video, Static Assets, Digital Display, Google Discovery, TikTok Influencer Creative

So how is it doing? Well, first things first, Toyota have kicked off the 2024 sales period with the coveted #1 sales position, leading by some distance, with 4 Toyota Hybrids in the top 10. Sales up 22.92% in January 2024 vs January 2023. Research tells us our core audience score it highly as ‘modern, confident, brings positivity and is imaginative’. It makes them feel ‘uplifted’. On YouTube, we are seeing a very high 53% view through rate. We’re also seeing a click through rate 5 times higher than our benchmark. And this is only the beginning…