Toyota: Cargo Verso

In a context where the French remain hesitant to adopt alternative modes of transportation despite all the traffic constraints (traffic jams, parking, cost of gasoline, and greenhouse gas emissions), we had to find a creative way to overcome these apprehensions and facilitate the democratization of this last one. Through this campaign, we highlighted everyday city situations drawn from insights made easier thanks to the Cargo Verso.

Toyota, the world's number one automobile manufacturer, is anticipating changes in French consumer practices by transforming into a true mobility provider for all. Among its commitments is to offer the French solutions adapted to the context of LEZs (Low Emission Zones), starting with a Cargo bike, developed in partnership with the French company Douze Cycles, aimed at families and professionals, for which we had to ensure the launch. The challenge lies in overcoming psychological barriers to adopting the cargo bike in an urban context: people are afraid to change their habits, because even though bike lanes and other facilities are developing, it wouldn't necessarily increase their level of adoption.

A 360° integrated campaign with a strong emphasis on context: From Car Free Day to points of contact near schools and children's parks, we had to ensure maximum visibility through a humorous, relevant message. A digital campaign based on everyday situations used social media codes, complemented by an ambitious Lead Gen campaign.

The Cargo verso is now available in over 300 dealerships in France.

The campaign has been a great success. The metrics testify to this. Following our campaign, over 200 electronic order forms were delivered.People were exposed an average of 25 times to OOH messages, not counting our SoMe metrics.

Moreover, new legislation on mobility and traffic conditions in urban areas such as Paris is further encouraging interest in Cargo Verso.