A GLASS OF WATER for Toyota

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A GLASS OF WATER

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Industry Cars
Media Promo & PR, Case study
Market Sweden
Released September 2012

Credits & Description

Category: Environmental PR
Advertiser: TOYOTA SWEDEN
Product/Service: ECODRIVING
Art Director: Lisa Engardt (Saatchi & Saatchi)
Copywriter: Amalia Pitsiava (Saatchi & Saatchi)
Art Director Assistant: Afshin Moeini (Saatchi & Saatchi)
Planner: Per Jaldeborg (Saatchi & Saatchi)
Creative Director: Adam Kerj (Saatchi & Saatchi)
Account Director: Tom Hedström (Saatchi & Saatchi)
Account Manager: Marie Nodbrink (Saatchi & Saatchi)
Production Company: Joakim Kempff (Dallas STHLM)
Digital PR: Gabriel Sundqvist (Pronto Communications)
Media placement: Events In 3 Cities (60000 Glass Give-Away) - Event - June 21st
Media placement: Car With Big Glass On Roof - Ambient - June 21st
Media placement: Long Copy Print - Newspaper - June 21st
Media placement: Short Copy Print - Tabloids - June 24th-28th
Media placement: TV Campaign, 3x10” Spots - TV - July
Media placement: Iphone App Pilot Test - Social Media - June 14th-20th
Media placement: Iphone App Public - ITunes App Store - June 21th-Ongoing
Media placement: Facebook Fanpage - Facebook - June 20th-Ongoing
Media placement: Campaign Website - Website - June 21th-Ongoing
Media placement: PR Event And Programme - PR - June 20th-July 6th

Summary of the Campaign
Toyota Sweden wanted to develop a communications initiative to strengthen their environmental leadership. The challenge was to prove that Toyota's environmental strategy was broader than simply manufacturing cars with low emissions and fuel consumptions.
The objective was to develop an initiative that had a measurable impact in changing driving behaviour.

Our strategy was to make ecodriving simple, fun and interesting to participate, by introducing the glass of water idea and iPhone application through live events and influencer relations.

The campaign has become incredibly successful, with over 50,000 drivers completing over 500,000km of ecodriving so far.

The Situation

Toyota have a strong position when it comes to cars and the environment, primarily through their hybrid technology that delivers substantial reductions in emissions and fuel consumption.
Today the situation is different. Every car manufacturer carry environmental models with low emissions and fuel consumption.

Toyota wanted to strengthen their environmental leadership by proving to Swedish drivers that they have a broader, more holistic, environmental strategy. They consider every part of the lifecycle as part of their zero-emission vision. This includes encouraging drivers to drive their cars more ecofriendly.

The Goal
The ultimate goal of the campaign was as unselfish as the campaign itself, we simply measured success by the number of drivers that accepted the challenge and started driving with a glass of water. Our target was to get 10,000 drivers to change their behaviour.

The target audience was identified as all Swedish drivers, regardless of what make or model car they own or drive.

The Strategy
To ensure maximum interest in the initiative, we targeted online influencers as part of a pre-testing programme. Selected bloggers were invited to pre-test the glass of water iPhone application prior to public availability. Automotive and technology journalists were invited to a press event prior to public launch, where they were introduced to the idea and had the opportunity to test-drive the application.

We launched the initiative to the public with a stunt where we handed out 60,000 glasses of water in the morning rush-hour traffic and drove cars with huge roof mounted glasses of water. This was supported by print and TV advertising as well as a range of social media activities, such as dedicated Facebook community for participants as well as teaser videos on YouTube.

Execution
Pre-launch: invitation only pre-test programme targeting influential bloggers with the iPhone app and website. Press conference day before launch for automotive, lifestyle and environmental journalists to test drive the app and a car with a large glass on the roof.

Launch day:
- Full page ads on page 3 of all major newspapers challenging the entire country to participate.
- Events in three major cities where we handed out 60,000 glasses of water with instructions.
- Guerrilla stunt with a car striped with campaign message and a large glass of water on the roof.
- Teaser film on YouTube.

Launch week:
- Follow-up ads featuring iPhone app in national tabloids.

Launch month:
- Three 10” TVCs asking viewers to join the challenge.
- Advertising within popular iPhone apps.

Documented Results
The iPhone app climbed to 3rd most downloaded free app in iTunes app store in the first week.
More than 10% of all iPhone owners in Sweden downloaded the app.
Over 50,000 have registered to take part in the challenge.
Media in both Sweden and worldwide have picked up and celebrated the initiative, resulting in more than 900,000 hits on Google. The campaign has been recognised as one of the most significant environmental communications initiatives in 2010, as it has delivered a measurable effect on driving behaviour.