GERMANY – Hagen Invent ‘loves Hybrid’
In April this year, Toyota started a nationwide campaign to promote the economic efficiency, environmental friendliness and driving pleasure of its hybrid models. To add emotional appeal to the alternative drive technology, the company appointed the Düsseldorf agency Hagen Invent to create an integral cross-media campaign. The result was ‘Hybrid Sommer 2012‘ that highlighted the unique hybrid driving pleasure and the positive attitude to life associated with it – and all that throughout the length and breadth of the country, across all communication disciplines.
The national Hybrid Roadshow touring 20 major cities in Germany transported the guests into the colorful and interactive world of ‘Toyota Hybrid Sommer’ over an area of 400 m². The highlight of the roadshow is Germany’s largest hybrid fleet itself, a total of 25 vehicles, allowing the guests to experience the unique ‘hybrid feeling’ at first hand.
During the long-distance trips from one roadshow location to the next, five celebrities supporting the campaign shared their own personal ‘hybrid feeling’ with their fans. Tickets for road trips with Axel Pahl, Jan Josef Liefers, Thomas D, Heiner Brand and Stefanie Heinemann could be won at 80 local Toyota dealerships where the ‘celeb taxi’ put in stops. Social media reporters relayed live commentary from the ‘celeb taxi rides’ and the roadshow.
The close links between live communication and social media are also reflected in the ‘hybrid kilometer wager‘, where the online community is not only able to demonstrate its keen intuition for hybrid driving performance, but also has a chance to win 19 hybrid vehicles.
Aside from the conceptual design of the ‘I Love Hybrid‘ roadshow and its integral networking, Hagen Invent was also responsible for creating the ‘Hybrid Sommer 2012‘ event and media communication associated with the roadshow. The lead agency KPP Event was in charge of implementing all live activities related to the roadshow. Aside from vehicle logistics, their area of responsibility also covered the provision of trained personnel, location handling, liaison and support of artists and celebrities, and dealer counselling.