Objective of the campaign: proving the pleasure of driving in hybrid cars among the target audience. At the same time trying to denounce misconceptions and prejudices surrounding hybrid driving. Research showed that most people link 'driving pleasure' directly to music. Besides various native content about 'driving pleasure' and hybrid vehicles, we also developed a brand activation experience: 'Toyota Hybrid Sing Along Challenge’. We hooked up

Radio 538 as a media partner for this activation.

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My role: Strategy, Concept, Videoscript.

Company: Sanoma SBS

Client: Toyota