Toyota Sweden wanted to develop a communications initiative to strengthen their environmental leadership. The challenge was to prove that Toyota's environmental strategy was broader than simply manufacturing cars with low emissions and fuel consumptions.

The objective was to develop an initiative that had a measurable impact in changing driving behaviour.

Our strategy was to make ecodriving simple, fun and interesting to participate, by introducing the glass of water idea and iPhone application through live events and influencer relations.

The campaign has become incredibly successful, with over 50,000 drivers completing over 500,000km of ecodriving so far.

Driving with a glass of water without spilling will force a change in driving style and reduce fuel consumption.

To make this fun, we developed an iPhone app that looks and behaves like a glass of water. It visualises water spilled, route, speed etc.

We launched the initiative to the public with a stunt where we handed out 60,000 glasses of water in morning rush-hour traffic and drove cars with huge roof mounted glasses of water. The glasses were printed with simple instructions encouraging drivers to put the water on their dashboard and join the challenge online to become instant ecodrivers.

The iPhone app climbed to 3rd most downloaded free app in iTunes app store in the first week.

More than 10% of all iPhone owners in Sweden downloaded the app.

Over 50,000 have registered to take part in the challenge.

Media in both Sweden and worldwide have picked up and celebrated the initiative, resulting in more than 900,000 hits on Google. The campaign has been recognised as one of the most significant environmental communications initiatives in 2010, as it has delivered a measurable effect on driving behaviour.