Toyota releases Fall in Love with Driving Again campaign to promote Hybrid cars across Europe

POSTED BY STEPHEN LEPITAK

Toyota Europe has released it's new 'Fall in Love with Driving Again' campaign to promote its Hyrbrid vehicles and showcase an experiment which aims to highlight the positive emotions emitted by drivers while testing the cars.

The above the line campaign has been devised by Saatchi and Saatchi Italy, advising that no one do anything with putting love into it.

Meanwhile, Saatchi & Saatchi London has been tasked with expanding the campaign online in to order to promote the experience of driving the Hybrid vehicles is a film featuring drivers in Rome using both a Hybrid and non-Hybrid vehicle. The emotions of the drivers were then analysed to determine which vehicle gave them a better experience.

The campaign will run across UK, Italy and France, with the advert and experiment followed by a number of online films that aim to bust myths surrounding Hybrid cars.

Dario Giustini, brand and marketing communications senior manager for Toyota, commented: “This is an exciting time for Toyota in Europe. Toyota is the leader in Hybrid technology and one of our objectives is to be a facilitator of better driving experiences. The objective of our marketing campaign is to demonstrate that consumers fall in love with driving again thanks to Toyota Hybrid.”

Further activity that will drive viewers to the Hybrid section of the Toyota websitewill incorporate social media and location-based marketing activity.