Winners & Shortlists


Entrant Company SAATCHI & SAATCHI Oslo, NORWAY
Advertising Agency SAATCHI & SAATCHI Oslo, NORWAY
Production Company SøLVSUPER Oslo, NORWAY
Name Company Position
Kristoffer Reppen Saatchi/Saatchi Norway Creative Director
Christopher Køltzow Saatchi/Saatchi Norway Digital Creative
Ida Fjeldbraaten Saatchi/Saatchi Norway Copywriter
Øyvind Waage Saatchi/Saatchi Norway Executive Creative Director
Håkon Fretheim Saatchi/Saatchi Norway Digital Director
Haagen Sæther/Larsen Saatchi/Saatchi Norway Account Director
Patrik Bergfjord Saatchi/Saatchi Norway Planner
Snorre Martinsen Saatchi/Saatchi Norway Senior Creative/Art Director
Mads Rønold Saatchi/Saatchi Norway Communications Manager
Magnhild Foldøy Saatchi/Saatchi Norway Account Manager
Ola Bagge Skar Saatchi/Saatchi Norway Art Director
Nanna Skipper Grønli Saatchi/Saatchi Norway Account Manager

The Campaign

Toyota hybrid owners are Norway’s most loyal and satisfied car owners, but attracting new customers has been a challenge. Maybe the owners could lend a hand… Forget about car salesmen for a moment. What if people could experience Hybrids with the most satisfied car drivers in Norway? Or even better: with someone they know and trust? Before launch, we recruited a base of hybrid owners all over Norway through Toyota’s Facebook page, so proud of their cars that they, without pay, volunteered to let strangers, friends and neighbors test drive their cars.

Success of the Campaign

This completely new approach generated a lot of publicity. So then, head of PR at Toyota, challenged one of Norway’s biggest radio shows - with a hybrid sceptic show host – to Try his hybrid. Five days later the entire show was broadcasted live from a Prius. Over 1300 people signed up to test-drive during the three weeks of the campaign which is ten times the average of test-drive signups from the web. Then, in January 2014, Auris outsold the category leader VW Golf for the first time. Try my hybrid is about much more than test-drives. It shows that when a brand dares let go, their customers can be their greatest vehicles of communication.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Selected owners were the faces and voices of the campaign locally and nationally when we kicked off. On the campaign site even more hybrid owners contributed with the best content they could: themselves. And as for creative placement of this “content”, we didn’t have to do a thing. They were all over the country, easy to find for people close to them geographically, or socially through Facebook. So this was really at two staged initiative from Toyota: one: to identify and get closer to their most devoted customers, two: engaging with them to tell Norway about Toyota hybrids.