Toyota wanted to communicate the broad benefits of its Hybrid Range—not only efficiency and sustainability, but also style, comfort, and performance.

 

Challenge
Consumers often associate hybrid cars with compromise. The goal was to reframe Toyota Hybrids as the best of all worlds: smart, fun, and future-proof.

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Strategy & Concept
We developed an integrated campaign ('Sing Along Challenge') combining national TV, digital video, and branded content with Linda.tv. With influencer-driven content and bite-sized storytelling, we made hybrid driving relatable to a younger, urban demographic.

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Execution
In collaboration with Linda.tv, we created entertaining lifestyle segments with personalities who naturally embodied Toyota’s hybrid promise. Each piece subtly integrated key messages: fuel economy, low emissions, and city-ready performance.

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Outcome
- Strong lift in brand consideration among 25–40 age group
- Toyota hybrid sales in the Netherlands increased steadily through 2018 and 2019, surpassing 10,000 units annually
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My role: Strategy, Concept, Videoscript.

Company: Sanoma SBS

Client: Toyota