Every week, our host gave a lift to some of the UK’s biggest stars and they had a chat on the way, free of stage lights and studio audiences.

Dave was ideal to broadcast Carpool. As a national channel watched by over half the UK’s adults in any month, Dave had the reach we needed to change perceptions beyond London, and with more motor programming than anyone else, the authority to be taken seriously.

As the UK’s Home of Witty Banter, it was the perfect place to launch an irreverent and fun chatshow to showcase the Prius in an everyday light.

Finally, by agreeing to a lift in a Toyota, many of Britain’s best loved entertainers gave repeated endorsement of the Prius at a time when it was needed most.Online activation included extra content uploaded to iTunes, YouTube and Facebook, and promotion on blogs, Twitter, and paid search.

On TV Carpool reached over 4 million adults with another 150,000 online video plays.

Research showed that exposure to Carpool increased overall consideration for Toyota, leap-frogging from the 5th car brand people would next consider buying, to the top car brand people would next consider buying.The UK now gets Hybrid and trust has been restored, with scores for Prius being safe, warm/friendly, honest, recommended and fun all up by at least 50%Finally, Carpool got people talking. 44% of viewers said they’d talk about the Prius positively after watching.