MARKETING STRATEGY
Business challenge: increasing demand for the TOYOTA Prius Plug-In Hybrid vehicle in the UK market during its product launch.
Solution: An integrated marketing campaign featuring local influencers within the 'TOYOTA Positive' campaign framework, aimed at promoting positivity in London. People were encouraged to share ideas on how to use TOYOTA Prius vehicles for acts of kindness on the website. Selected ideas were rewarded with a Prius for a day, and those acts were documented in over 30 films and photo stories distributed on social networks. The example features fashion blogger Caroline Burke, also known as Burkatron, who joined the TOYOTA Positive movement.
Client: TOYOTA GLOBAL
Executive Producer: Anna Skrypka
Partners: TOYOTA UK, Saatchi & Saatchi London
