This project was a response to the 2016 YCN Student Award Toyota brief. The brief required me a campaign to be created to make people aware of the Toyota Mirai and to reinforce Toyota’s reputation for pioneers of new technology.
THE CONCEPT
This campaign plays on the idea of being the “FIRST” in history to do something. Typically when someone has geographically been where no person has been before, they plant the flag of their home country to mark their achievement, for example this was an action practised by the first person to walk on the moon.Throughout the history of the company Toyota has been the first car manufacturer to launch a number of new automotive technologies into the industry, and this still remains true today with the introduction of the Toyota Mirai to the market. My campaign combines Toyota’s proven history of being the “FIRST”, with the act of planting a flag to claim and mark your achievement. The campaign acts to highlight Toyota’s reputation of being pioneers of new technology whilst also introducing the world to their newest technological development in hydrogen powered vehicles.
THE APPLICATION
In terms of fuelling a hydrogen powered car, the UK market isn’t currently in a good place, as only 4 hydrogen fuelling stations are open to the public. However that number will potentially rise to 13 in 2016, and is projected to be 65 by 2020. This campaign is designed to be an above the line advertising campaign that is viewed from the roads around current fuelling stations and any future fuelling stations on roadside billboards, but the concept could also be adapted beyond this into publications. There are two reason for this: firstly on the roads are exactly where you will be able to directly reach the target audience as the target audience is first and foremost a road user, this will also allow the campaign to reach beyond its target audience to a wider spectrum of the public, and secondly fuelling will play a big part in someone’s decision to buy a Mirai (you want to use half a tank of fuel to get to and from the fuelling station so there is no need at the moment to advertise the Mirai in locations that are economically infeasible for refuelling). In addition, by advertising around the locations of planned fuelling stations the campaign will benefit from any hype surrounding these new stations
