When it comes to getting around, the all-new Toyota Hybrid range delivers style, power and that all-important fuel efficiency.
From the launch of the iconic Toyota Prius, which awakened the world to the possibilities of combining petrol power with clean electrical energy, came a new future of smart cars. A future where South Africans have more choice in cleaner, more efficient driving.
FCB Joburg Partners With Toyota
According to Tasneem Lorgat, Senior Advertising Manager for Toyota South Africa Motors; “The first order of business for FCB Joburg, was to unpack how Toyota Hybrids can enhance the driving experience while combating any myths around hybrid technology.” Pushing South Africans out of their comfort zones, and into a new realm of innovation, something we all knew we wanted; we just didn’t know we wanted it yet.
And that’s where the 360∞ advertising campaign comes in. FCB Joburg’s Executive Creative Director, Tian van den Heever said; “It wasn’t just about the 4 new Hybrid vehicles, but rather world-leading hybrid technology and how that enhances our lives. It was time we introduced the future; and ‘Hello Future’ spoke to that innovation. Showcasing benefits many didn’t think possible, let alone being available and proudly manufactured in South Africa.”
How A Toyota Hybrid Works
Lorgat reiterated that “There are some misconceptions about how hybrids work.” FCB Joburg addressed these ‘myths’. For example, when stationary or driving in city traffic, your Hybrid can automatically switch to electric mode using zero fuel and dramatically reducing CO2 emissions. When driving at higher speeds, the car automatically switches to petrol power to give your commute an extra boost.
Van den Heever added, “This led to a new approach for Toyota as a whole. Firstly showcasing the full range, instead of focusing on just one model. But more so, how this future-thinking world opened up a more expressive tone for Toyota South Africa Motors.” Now, with a range of Toyota Hybrid cars to choose from, you’re able to reap the benefits of saving on fuel while meeting your lifestyle needs, from bundu-bashing to slicking neatly into tight parking spots.
This new tone became evident in the electrifying tech-inspired look and feel of the campaign. After all, the purpose of the campaign wasn’t to just sell a car, but a future worthy lifestyle, inspired by future worthy technology.
Because isn’t it time we say Hello to the Future?
