Toyota: Try my Hybrid

Credits & Description:

Advertising Agency: Saatchi & Saatchi, Oslo, Norway
Creative Directors: Øyvind Waage, Eiliv Gunleiksrud
Art Directors: Snorre Martinsen, Linus Hjellström, Kristoffer Reppen, Christopher Køltzow, Ola Bagge Skar
Copywriters: Ida Fjeldbraaten, Mads Rønold
Additional credits: Nanna Grønli, Patrik Bergfjord, Haagen Sæter-Larsen, Rune Sandnes, Håkon Fretheim, Joe Langdon, Magnhild Foldøy
Media: Online
Category: Automotive
Client: Toyota
Agency: Saatchi & Saatchi, Norway
Country: Norway
Creative Director: Oyvind Waage
Copywriter: Ida Fjeldbraaten
Creative: Kristoffer Reppen
Creative: Snorre Martinsen
Digital Creative: Christopher Køltzow
Head of Technology: Rune Sandnes
Content manager: Mads Rønold
Digital Director: HÃ¥kon Fretheim
Motion Designer: Joe Langdon
Planner: Patrik Bergfjord
Account manager: Nanna Skipper Grønli
Account Manager: Magnhild Foldøy
Creative Director Digital & Design: Eiliv Gunleiksrud
Account Director: Haagen Sæther-Larsen
Language: Norwegian (bokmal)
Objectives: Preference, Online Traffic, Recommendation, Test Drives
Tags: Automotive, Europe, Middle East & Africa, Norwegian (bokmal), Ads and Sponsored Stories, Pages, Facebook Platform, Preference, Online Traffic, Recommendation, TV, Print, Online, OOH, Email, Radio
Published: November 2013
Try my Hybrid' is an integrated web and mobile service featuring real Toyota Hybrid owners - who for no money - let strangers, neighbours and friends (and friends of friends through Facebook) test drive their Hybrids.
Toyota Hybrid owners are Norway’s most satisfied car owners, but recruiting new buyers has always been a challenge. Driving a hybrid has a positive environmental effect, and the owners are proud of this. So rather than having car salesmen persuade new buyers, we let the hybrid owners themselves lend us a hand.
Try My Hybrid is a service featuring real Toyota hybrid owners, who—for no money—let strangers, neighbors and friends (and friends of friends) test-drive their hybrids. Toyota Norway's Facebook Page was one of the core components of this campaign. Through Facebook, we recruited all of the ambassadors who became the faces of the campaign in print, TV, radio, and so on. Facebook was also crucial in pre-recruiting hybrid owners who wanted to sign up for the campaign.
People could then visit provminhybrid.no to create a profile and register as a hybrid owner or as someone who wanted to go for a test drive. To find a Toyota hybrid owner close to them, people could search geographically (by zip code) or socially (through Facebook Connect). A huge part of the project's success sprang from people connecting with Facebook on the campaign site. This social connection helped people not only to locate friends who owned Toyota Hybrids, but also to identify friends of friends who could take them out for a test drive.
Although we ran some print and TV ads, traffic to the site was mainly generated through digital media (shared content, sponsored Facebook posts, banners, pre-rolls, etc). 60% of the traffic came from mobile devices. We also used Facebook Page post ads in five ways, mostly to spread content:
• boosting the best content and most popular posts to fans and non-fans of the Page
• featuring the number of hybrid owners in your county whose cars you could drive
• Page post to drive traffic to the website
• sponsored video posts of Toyota Hybrid test drive sessions
• Like ads to boost the Page fan base
Campaign Performance
Hundreds of Toyota Hybrid owners signed up for Try My Hybrid, without any form of payment or reward. The campaign resulted in 1,650,000 unique visitors to the site.
One-third of Norwegians remember the campaign, and every Norwegian on Facebook (roughly 2.8 million people) either knew, or indirectly knew, a Toyota Hybrid owner they could go for a test drive with.