Create a campaign to raise awareness of the Toyota Mirai and to reinforce Toyota's reputation for being pioneers of new technology.
Toyota is the world's biggest car brand by volume, selling around 10 million vehicles a year worldwide. Valued at $37.8 billion it is also the world's 8th most valuable brand according to Forbes, making it more valuable than any other car brand.
Toyota has always been a pioneer of new technology and is well-known for its hybrid power-trains, which combine a petrol engine and electric motor to deliver low emissions and impressive fuel economy. Worldwide, Toyota has now sold over 8 million hybrid vehicles, and in the UK hybrid sales now account for 25% of all vehicles sold by Toyota.
Building on its reputation for innovation, Toyota has now launched the Mirai. Mirai is the world’s first hydrogen fuel cell saloon, benefiting from Toyota research and development into fuel cell technology spanning two decades, and world-leading experience in hybrid vehicle power systems. Using hydrogen gas to generate electricity within a fuel cell stack, Mirai produces no tailpipe emissions other than water. Spacious, refined, comfortable and safe, it combines its advanced technology with superb practicality: a full-tank driving range of around 300 miles bears comparison with a petrol-powered car and the refuelling process only takes about three minutes to complete.
The Creative Challenge
While the Mirai is genuinely ground-breaking and the technology inside it could be what all cars are powered by within a couple of decades, right now there are only 10 cars in the UK, they cost £60,000 each, there are only a handful of hydrogen refuelling stations and no one knows about it (outside the motoring industry).
The challenge is therefore to find a way of getting people to sit up and take notice of this remarkable vehicle and in doing so, help to make Toyota famous for its pioneering technology.
The Target Audience
Likely to be early adopters of new technology, people interested in environmental issues and consumers interested in cars (but not petrol-heads who are generally turned off by anything that doesn't have sporting pretensions).
When Toyota first introduced the Prius hybrid car 15 years ago, these people tended to be mature males who were fascinated by the technology and would eagerly compare their driving experiences on motoring forums, becoming quite evangelical about the benefits of hybrid over conventional technologies.
The natural audience for Mirai may well be similar given the very low numbers of vehicles being sold. However, it is equally important to reach out beyond this small group of enthusiasts and ensure that our message reaches a much wider audience. Don't just consider private buyers; business buyers and fleet managers are also an important audience, as are key influencers such as motoring journalists and bloggers.
There are no fixed rules about what this campaign needs to look like - this is a ground-breaking car and the thinking behind the campaign should be too. All options can be considered: digital, social, experiential - above the line, below the line or through the line. But remember there are limited funds to support this campaign so consideration should be given to ideas that, are simple to execute, have longevity and can make a big impact.
Follow general Toyota brand guidelines and adhere to Mirai specific visual identity (You can find these in the Project Pack at the YCN website)
Don't overtly criticise traditional technologies e.g. diesel (Toyota still have to sell those)
Don't encourage dealer visits - they don’t have any Mirai vehicles yet; the few there are will be sold direct
Deliverables & Additional Information
Early press reviews have been positive and you can read one from Top Gear here: http://www.topgear.com/car-reviews/mirai/first-drive
Please adhere to the Deliverables outlined in the Student Awards section of the YCN website. Any supporting information referenced in the brief can be found in the accompanying Project Pack at the YCN website.