Campaign details

Brand: Toyota
Brand owner: Toyota Motors Europe
Lead agency: m/SIX
Country: Europe
Industries: Eco, hybrid, electric cars
Media channels: Online display, Online video, Outdoor, out-of-home, Print, Search marketing, Social media, Television
Budget: Over 20 million

Executive summary

It's 2017 and the Volkswagen 'dieselgate' scandal has put hybrid firmly on the agenda. Toyota's hybrids were launched in 1997, and now, as competitors fast-track their own models, Toyota can finally capitalise on those years of investment. However, even with significant incentives now available for buyers, the majority of car purchasers continue to eschew hybrid vehicles, either sticking with petrol or postponing their purchase altogether. Why? A host of reasons, some functional, some emotional.