Toyota Wins Green Mixed Media Award
The 5th GREEN AWARDS culminated last night with a glittering, ‘green carpet’ event at the iconic Natural History Museum. BBC Radio 2 Radio Presenter Janey Lee Grace and designer Wayne Hemingway MBE hosted the ceremony and announced winners for all 16 categories and the 2010 Grand Prix.
This year, the GREEN AWARDS took a giant leap by inviting worldwide participation in all 16 categories. Entries were received from most parts of the globe, including China, India, Romania, United States, Denmark, Australia, South Korea and Sweden amongst others. In fact, after Great Britain, Romania and North America sent the maximum number of entries to the Green Awards 2010. The quality of work submitted made the judges’ task of choosing winners quite difficult. It was not only the high standard of the entries, but also the cultural and social variances between countries. The judging criterion was based on the pillars of creativity, sustainability and effectiveness.
The shortlist for the Green Mixed Media Award was as follows:
International Advertising Association (Global – USA) – “Hopenhagen”
Toyota Sweden AB (Sweden) – “Toyota Glass of Water”
Mooncup Ltd. (UK) – “Love Your Vagina”
Green Party (UK) – Green Party General Election campaign
Yealands Estate Wines Ltd. (New Zealand) – “My Green Idea”
Background & Objective
Toyota has a holistic environmental strategy based on a zero emission vision. It believes that every part of the lifecycle of a car needs to be considered – how cars are produced, sold, driven and recycled. Simply producing cars with low emissions and low fuel consumption is not enough to achieve this vision.
Many car manufacturers have tried to encourage eco-driving, and few have been successful. Toyota Sweden believes that a successful initiative had to make eco-driving fun and rewarding, not a bad conscience. Its ambition for this project was to develop an initiative that had the power to change behaviour and become a movement in its own right.
Concept & Implementation
Its concept is as simple as it is effective; driving with a glass of water on your dashboard will force a change in driving style. Drivers will thus, make every effort to drive smoother, with less aggressive braking, acceleration etc. Overall speed will be lower as drivers will try and keep the car rolling. All of these are very similar to the most basic (and most effective) ecodriving techniques.
As the idea is based on participation, Toyota selected media and packaged the concept in a way that encouraged participation. It launched the campaign as the 10% challenge – a call to reduce Sweden’s fuel consumption by 10%. On June 21st, Toyota had event staff handing out over 60,000 biodegradable glasses of water in high traffic areas in three major cities. Also, during this event the Toyota Prius hybrid cars were driven with the campaign message and a very large glass of water on the roof. Toyota ran print ads in all national and major regional newspapers on the launch day, followed by tabloids during the week. In July, Toyota ran three 10″ TV ads, with the simple message of joining the 10% challenge.
Most effective in the media-mix were its traditional and digital PR and social media efforts. It sent press releases to automotive, lifestyle, technology and environmental journalists. It targeted bloggers with early access to information and also offered an invitation only pre-testing programme of the associated iPhone app.
Audience
Toyota’s ‘engagement’ target was iPhone owners with access to a car, as it believed that the iPhone app was key to participation. The broader awareness target was both Toyota and non-Toyota drivers, the principle itself could greatly influence behaviour and encourage eco-driving, regardless of what type of car they drive.
Results
During the campaign, over 70,000 people downloaded the app, which is approximately 10% of all iPhone owners in Sweden and it became the third most popular in the Apple iTunes app-store in its first week.
More than 30,000 people have registered to take part in the challenge, and have together driven over 250,000 km with the iPhone app.
Broader advertising efforts reached over 73% of the adult population.
The PR and digital/social media efforts generated over a 100 articles in newspapers, magazines and blogs and significant activity on both Facebook and Twitter.
Budget (in Euro)
Total: 380k
Concept development and agency fees: 40k
Production: 100k
Event: 40k
Media: 200k
Short URL: https://greencarmagazine.net/?p=3059
Posted by admin on Dec 5 2010. Filed under Automakers, Tech Sector, Toyota. You can follow any responses to this entry through the RSS 2.0. You can leave a response or trackback to this entry
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