Background.

In 1997 Toyota started to sell hybrid vehicles leading from the beginning this market with any competitors.

Brief.

In 2015, following the declaration of several groups of competing brands that they were going to start incorporating hybrid technology in their vehicles in order to meet the CO2 levels required by the European Government, we started to work in a memorable advertising campaign to consolidate the Toyota Hybrid Leadership 5 years later.

In 2020 more than 30 models of different automotive brands were launched with hybrid technology. Toyota launch Time makes us better, a campaign that we had started working in 2015.

We recorded the lifestyle of a real family for 5 years evolving in parallel with the evolution of the brand at the most disruptive moment in the history of mobility. Through artificial intelligence algorithms, optimized streaming video compression and the creation of interactive interfaces, we created a pioneering web application to generate infinite and random montages that could only be played once to communicate the experiences of these 5 years.

What has been the opportunity that has been detected?

To consolidate our leadership in hybrid technology, we needed in a memorable way to impact to all publics in Spain. We therefore resorted to a format that had never been done before in the history of global advertising: A real campaign whose production process accompanied us throughout 5 years in which the digitization boom would change, among many other things, the way to move around the cities and outside of them.

How has the brand strategy been respected in tactical creativity?

Time makes us better is an action that belongs to the strategic framework of Drive the way you think, the brand communications platform aimed at consolidating its hybrid technology in an emotional and sustainable way. In addition, the style have been taken care of especially in this campaign, respecting the consistency of all the communication carried out by Toyota.

A 360º advertising campaign with a strong mix of human and digital sides. After 5 years recording all the experiences of a real family about their mobility customs, we shew to our target through different formats this historical content. We created:

- 3 VOL for TV & social media channels with a call to action to www.eltiemponoshacemejores.com

- A pioneering application web where we generated infinite and random montages that could only be played once to communicate the experiences of these 5 years.

But we are specially happy with this work because we were able to carry out a production for 5 years with the intention of consolidating our leadership in hybrid technology when our competitors were not yet commercializing this technology. There are no references of any work like this in the history of global advertising.

Cuantitative results at the moment:

The campaign has been launched through the brand's social channels right in the middle of the Covid crisis. it will be a follow up once the situation regarding the Covid crisis improves and the brand's communication activity is restored.

Social Media Views: +10K

Positive sentiment: 99%

Engagement rate: 1,5%

Web visits: +20K

Social Media Sentiment: 99% positive

This campaign has been picked up by different leading national media players in Spain such as La Vanguardia, RW or CTRL and collecting multiple positive reactions from specialists in advertising sector.

Time makes us better is currently competing in the CdeC Festival (the benchmark creative festival in Spain) as the best campaign of the year.