Try my hybrid; “Getting a grip of the market by letting go”

By unleashing the pride of the Toyota Hybrid-owner and connect this with Facebook, we generated a super-engaged word-of-mouth movement that went between real people without Toyotas direct involvement.

With VW strengthening their market leader position in Norway and at the same time an electrical car craze, fuelled by governmental subsidies, was sweeping through Norway, threatening our environmental top standing. We had to do something different in order to gain new customers and keep the grip of our environmental position.

This case shows what happens when you throw in the real functionality of social media in the mix of selling cars. When you take out yourself from the equation and facilitate for a real conversation between real people, that’s when real effects start to show.

We are demonstrating the enormous value of existing, satisfied customers that can be realised when you dare to let go.

By reallocation a rather traditional on-going, tactical budget into developing a service with the consumer in focus, you can create an on-going conversation that pays off even in the short term. This has proven to strengthen Toyotas nr 1 environmental position in Norway and generated a substantial increase in the market share and managed to recruit new customers to Toyota.