Hybrid Category :

In the case of Hybrids, the Test Drive takes on a key role, as research shows that when consumers take a Hybrid for a Test Drive, the conversion rate is much higher.

Context:

We had to prove to people that driving a Toyota Hybrid is a new, more relaxing and enjoyable experience.

Solution:

We introduced an original take on the test drive: Special singing auditions. In June 2014, we changed the street signs in the center of Prague into a music playlist. The in-car audio of the Toyota Hybrid was connected to the GPS, so whenever drivers changed streets, the song changed too.

Owing to the success of the campaign, this initiative was replicated across 28 countries.

Each experience in the Toyota Musical City Test Drive turned into content for the social networks.

2130 PEOPLE PARTICIPATED.

100 HOURS OF USER-GENERATED CONTENT.

150MM PR IMPRESSIONS.

3.317.219M people experienced the event via the social networks.

Search volume uplift (google): target 30%. Achievement (456%)

Completed Tested Registration: 223%

Dealership Traffic: 147%

Views/View through rates of online assets: 141%

Social Network result: 180%. An average of 10.000 thousands clicks on Facebook per each market around Europe.

Customer Contracts: 131%