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
More Stats +/-
Insta-Wreckage Auto Ads
Happiness-Inspired Concept Cars
Luxury Auto-Inspired Bicycles
Amphibious SUV World Crossings
Free 2019 Report & eBook
Get the top 100 trends happening right NOW -- plus a FREE copy of our award-winning book.
Our Research Methodology
This article is one of 350,000 experiments. We use crowd filtering, big data and AI to identify insights.
Toyota's 'Try My Hybrid' Put Fans at the Wheel of This Campaign
- By: Laura McQuarrieJan 6, 2014