Toyota’s 'Try My Hybrid' campaign was devised to introduce potential consumers to its cars, by people they’re friends with on Facebook.
In Norway, Toyota found that it excels at loyalty, sales and customer satisfaction but recruitment numbers are lower. To win over new recruits, the Try My Hybrid campaign aimed to capitalized on its strengths to improve its one weakness.
Toyota then asked hybrid owners to volunteer to let some of their Facebook friends, as well as total strangers test drive their cars. The stunt revolved around proud Toyota owners, who then became the faces of the campaign. Considering the numbers of people on Facebook, this meant that everyone in Norway directly or indirectly knew someone who drove a hybrid car that they could test drive.
Friendly Test Drive Campaigns
Toyota's 'Try My Hybrid' Put Fans at the Wheel of This Campaign
Trend Themes
1. Peer-to-peer Marketing - Toyota's 'Try My Hybrid' campaign leverages the power of social connections to create personalized test-drive experiences for potential customers.
2. Collaborative Consumption - The campaign taps into the trend of collaborative consumption by utilizing the resources of existing hybrid owners to offer test drives to interested individuals.
3. Customer Advocacy - By turning proud Toyota owners into the faces of the campaign, 'Try My Hybrid' showcases the potential of customer advocacy in driving brand engagement and sales.
Industry Implications
1. Automotive - The automotive industry can explore disruptive innovation opportunities by incorporating peer-to-peer marketing strategies to create unique test-drive experiences for potential customers.
2. Social Media - The social media industry can capitalize on the concept of collaborative consumption by developing platforms that connect individuals who are willing to share their resources, such as cars, with others.
3. Advertising - The advertising industry can learn from Toyota's 'Try My Hybrid' campaign to develop customer advocacy programs that empower satisfied customers to become brand ambassadors and promote their positive experiences.