Toyota powers hydrogen fuel-cell car with high reach, data-driven approach
- Toyota debuted a new marketing campaign called "Real Power" to promote the 2019 Toyota Mirai and illustrate the "power of hydrogen fuel cell technology to change the world," a news release announced. The campaign focuses on the model's power button and the idea that the Mirai, which the company says is the first mass-produced hydrogen fuel cell electric vehicle, can make life better for drivers and everyone else.
- The campaign is geotargeted and includes 15- and 30-second digital broadcast spots that were directed by Academy Award winner Angus Wall. Toyota is using audience and location-based targeting through ZIP code, behavioral and contextual targeting. The automaker is partnering with Amazon, Wired and Hearst Digital Media to drive awareness in Los Angeles and San Francisco, and Asian-American in-language portals, like Sina Weibo, India.com and Apple Daily to boost purchase intent among Asian-American customers. Toyota said it is using a "targeted, full-funnel approach" for social channels to reach geotargeted audiences.
- The effort also incorporates print and out-of-home content, including billboards and electric vehicle charging station placement, which informs drivers that the Mirai is a zero-emission vehicle that has a range of 300 miles and fuels in about five minutes. The campaign will run through Dec. 31 in Los Angeles and San Francisco markets, where the vehicle is available.
Toyota is aptly taking an energetic, highly visual and futuristic approach with "Real Power," promoting the new Mirai, which is the Japanese word for "future." Geotargeting consumers in certain areas who exhibit certain behaviors and interests in environmentally friendly products is an innovative marketing strategy that could help the automaker reach consumers with the highest purchase intent. Toyota is the latest automaker to enlist hyper-targeting. Audi launched a campaign this week that features an interactive print ad in the new issue of Departures, a magazine for American Express Platinum members.
Tapping director Angus Hall for its creative makes Toyota the latest brand to link up with Hollywood for its marketing creative, as many marketers are experimenting with different kinds of video in their campaigns. Ford recently cast actor Bryan Cranston in its new "Built Ford Proud" campaign, which, like Toyota, focused on its technology. Liquor brand Hennessy recently teamed up with iconic director Ridley Scott on a new brand film for the Hennessey X.O. cognac.
By incorporating OOH content via billboards and on vehicle charging stations, Toyota is aiming to drive awareness about the new Mirai. Brand building and sales are common goals for marketers using OOH. Brands that devote 15% or more of their media budgets to OOH advertising saw a 24% increase in brand trust, a 106% increase in perception of brand quality and a 275% boost in customer loyalty, and campaigns were related to an effectiveness boost of 31% for online advertising, 80% for paid search and 56% for social media, according to Rapport, the OOH division of IPG Mediabrands.