Toyota: Art de l'audace

Our in-depth audience planning work identified a notorious passion among our customer target: Art and creation. We capitalized on this interest with a key insight: One in two French people has once considered a creative career but was dissuaded from doing so by family and friends. Acquiring a C-HR means finally embracing your creative nature in front of everyone.

We were faced with a real challenge: how to iconize the C-HR as an art object and inspire people to assume their creative side? Beyond the functional aspect, how could we transform the usage and perception of the car into a genuine tool of expression and self-assurance?

Infuse the bold spirit of the new Toyota C-HR into a launch campaign that breaks the codes of traditional media campaigns to create desirability and consideration. In short: to offer a genuine brand experience never seen before.

We developed a large-scale project based on a challenge: 3 content creators who specialize in humor and have no link with art took up the challenge of creating and exhibiting a masterpiece to the public and the press in just 6 weeks.

Sponsored by the artist Saype, a 360° entertainment program including Social Media, Influence, Press and Event Partnerships, where the creators tell their story, motivations and doubts, while exploring the theme of boldness, climaxing with a gala opening for 256 guests to discover the works and the iconic world of the Toyota C-HR. Branded content was posted on Toyota's Youtube, Instagram and Facebook accounts. Influencers also posted their content on their social media.

A cumulative global reach for our content of over 30M, with 47k engagements and a +10% increase in searches on the Toyota brand over the campaign period. Post-tests increased brand desirability among the sample measured by an average of +13%.

Toyota increased its desirability by 13 points on the following item: Toyota is a brand with a strong personality and character.

Toyota also gained in consideration, with a 17-point gain in intention to inquire about the brand.