Japanese automaker Toyota is pursuing a new UK campaign called Toyota Positive. The aim is to promote general positivity along with the green hybrid car Prius Plug-in.
The company hired two comedians -- Joel Dommett and Eric Lampaert -- to drive around London and spread positive energy to people that they see as they drive by. The idea behind the campaign is adorable as well as uplifting.
The comedians complement onlookers and help out as many people as they can. They offer bikers water, take tourists to city tours and offer people rides and even massages, whereby engaging in the most unlikely and hilarious conversations.
"We are offering [people] a car that runs on electricity, fuel and kindness. All we are asking anyone to do is to come up with a positive idea that brings a smile to people's faces," explain Mark Norcutt and Laurence Quinn, Toyota Creative Directors at Saatchi & Saatchi.
Affection-Radiating Auto Campaigns
Toyota Positive Encourages People to Spread Uplifting Energy
Trend Themes
1. Positive Energy Campaigns - Disruptive innovation opportunity: Brands can create campaigns that focus on spreading positive energy and uplifting experiences to create a more optimistic brand image.
2. Comedian-driven Marketing - Disruptive innovation opportunity: Brands can leverage the power of comedians to engage with consumers in a fun and entertaining way, creating memorable experiences and building brand loyalty.
3. Hybrid Car Promotions - Disruptive innovation opportunity: Automakers can promote their eco-friendly hybrid cars by associating them with positive initiatives and engaging marketing campaigns.
Industry Implications
1. Automotive Industry - Disruptive innovation opportunity: Automakers can incorporate positive and uplifting themes into their marketing strategies, connecting with consumers on an emotional level and differentiating their brand in a competitive market.
2. Advertising Industry - Disruptive innovation opportunity: Ad agencies can explore the use of comedians as brand ambassadors or influencers, leveraging their humor and entertainment value to create impactful campaigns for their clients.
3. Green Energy Industry - Disruptive innovation opportunity: Companies in the green energy sector can collaborate with automakers to promote their renewable energy solutions through positive and environmentally conscious campaigns.