Title	TRY MY HYBRID
Brand	TOYOTA NORWAY
Product/Service	TOYOTA HYBRID CARS
Category	A01. Creative Effectiveness
Entrant Company	SAATCHI & SAATCHI Oslo, NORWAY
Advertising Agency	SAATCHI & SAATCHI Oslo, NORWAY
Media Agency	MAXUS GLOBAL Oslo, NORWAY

Name	Company	Position
Patrik Bergfjord	Saatchi/Saatchi Norway	Planning Director
Øyvind Waage	Saatchi/Saatchi Norway	Executive Creative Director
Kristoffer Reppen	Saatchi/Saatchi Norway	Art Director
Ida Fjeldbraaten	Saatchi/Saatchi Norway	Copywriter
Haagen Sæther-larsen	Saatchi/Saatchi Norway	Account Director
Christopher Køltzow	Saatchi/Saatchi Norway	Art Director
Håkon Fretheim	Saatchi/Saatchi Norway	Agency Producer
Snorre Martinsen	Saatchi & Saatchi Norway	Art Director
Linus Hjellström	Saatchi & Saatchi Norway	Art Director / Designer
Joe Langdon	Saatchi & Saatchi Norway	Motion Designer
Magnhild Foldøy	Saatchi & Saatchi Norway	Account Manager
Nanna s. Grønli	Saatchi & Saatchi Norway	Account Manager
Ola Bagge Skar	Saatchi & Saatchi Norway	Production Art Director
Mads Rønold	Saatchi & Saatchi Norway	Copywriter
Eiliv Gunleiksrud	Saatchi & Saatchi Norway	Creative Director Digital & Design
Almir Busevac	Saatchi & Saatchi Norway	Developer
Rune Sandnes	Saatchi & Saatchi Norway	Producer

Brief Explanation

Try my hybrid is about daring to let go, its about recognising that the most powerful tool of sales is not the internal sales force, it is satisfied customers. Word of mouth has been a bit of the Holy Grail within automotive marketing, many has tried but not really gotten the full potential of it. But armed with the functionality of Facebook and the insight that Toyota Hybrid owners are among the most satisfied customers within the industry we launched “Try my hybrid”. An idea that let our current customers (and not Toyota Norway) do the marketing of the hybrids. And since most of the car buying process was done online and because people trust the opinion of people they know, we provided a service where owners could offer friends, or friends of friends, on Facebook, a test drive in their own, personal hybrid. By unleashing the pride of the Toyota Hybrid-owner and connect this with Facebook, we generated a super-engaged word-of-mouth movement that went between real people without Toyota's direct involvement. The effects where not slow to follow, after the campaign we saw that: - In a market that was in an electrical car craze (20% of new cars in Norway were electrical, due to heavy subsidies from the government), Toyota managed to increase its environmental standing by 16% during the campaign (Toyota brand tracker). - The proportion of people who were likely to choose a Toyota next time increased by 55% during the campaign (Toyota brand tracker). - In addition to the above more long-term attitudinal measurements, Toyota Auris outsold the established category leader, VW Golf, in the months after the campaign. The campaign in total delivered for every marketing Euro spend, 1,54 back (Official Norwegian sales statistics OFV.no). “Try my hybrid” shows that when a brand dares to let go, their customers can be their greatest vehicle of communication. And with the real functionality of social media in the mix, a very efficient vehicle of communication too.