Try My Hybrid
Social campaign that turned car owners into brand ambassadors
by Toyota Norway
Toyota hybrid owners are some of Norway's most loyal and satisfied car owners, but attracting new customers has been a challenge. Rather than relying on car salesmen to persuade potential buyers, Saatchi & Saatchi thought it would be fun and effective to let the hybrid owners themselves lend a hand. The "Try My Hybrid" campaign featured real (and unpaid) Toyota hybrid owners who let strangers, neighbors and friends test drive their hybrids.
We recruited our initial base of hybrid owners through Toyota Norway's Facebook page. The service revolved around provminhybrid.no, a destination where people could find hybrid owners geographically close to them by zip code or socially close through Facebook. They could also view videos from other test drives to get a feel for the hybrids. Although we ran some outdoor, print and TV ads, traffic to the site was mainly generated through digital media such as Facebook, banners and pre-rolls.
Launch date: November 4, 2013
More than 300 hybrid owners signed up to let people test drive their car—for free. More than 1,100 people registered for a test drive and one-third of the Norwegian population remembered the campaign despite a modest media budget. The campaign attracted 163,000 unique visits to the site and this new approach to car marketing got so much publicity that Norway's most popular morning radio show was broadcasted from a Prius.
Hybrid owners signed up to let people test drive their car without pay
Unique page visits (out of a population of five million)
Of the population remembered the campaign
- Kristoffer Reppen, Art Director
- Ida Fjeldbraaten, Copy
- Snorre Martinsen, Art Director