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Toyota Hellas

Hybrid Technology was not understood or adequately comprehended by most people.
Until Mozaik intervened!

WORKING TEAMS
strategy
production
performance
CHALLENGE

Toyota Hellas entered 2015 with the business objective to increase share of Hybrid cars within sales mix. The challenge was that buyers do not understand Hybrid Technology so as to trust it and adopt it. There is also a perception that Hybrid cars are expensive and also questions about their complexity at use and maintenance needs. Hybrid was viewed as a niche technology, while consumers are not deeply aware of their fuel efficiency and economy at use. As a result, Toyota Hybrid was irrelevant to the mass buyer.

OBJECTIVES

i. To trigger the interest of car considerers about the Toyota Hybrid technology.
ii. To guide mature customers through the purchasing-funnel and lead them to preference.

AWARDED BY

Toyota Hybrid - How it Works Microsite

VISIT WEBSITE
information
symbols with
explanatory
content

Cross Channel
Campaign

The main Goal was to Reach a highly relevant audience, inform about hybrid technology, answer any questions and turn their consideration to showroom visits.
Specific landing pages were used for different purchase funnel stages.
  • Hybrid Experience - Awareness
  • Introducing Hybrid - Interest
  • How it works - Consideration
All these pages were interlinked so that the user to be able to answer all the questions about hybrid cars by navigating to these pages.
With a Cross Channel Campaign we strategically planned to reach potential customers and re-fill the funnel using Advanced Remarketing Techniques.

5 Digital Channels

  1. Google Search (text ads)
    1. Used Brand Searches to inform users about hybrid and Redirect them to Hybrid Section. Ad Copy with Hybrid Car advantages
    2. Users with Generic Searches as (city, economy car) were sent to relevant hybrid car chapter landing page with a hybrid benefit ad copy
  2. Youtube TrueView ads
    1. Moon Video (introducing hybrid - product - show advantages)
    2. Kailer Video (hybrid experience-fun-show simplicity)
  3. Google Display Network
    1. Animated Banners to Trigger Interest and generate traffic
    2. Engagement Ads (Animated banners with Mouseover Lightbox Video)
  4. Gmail Sponsored Promotions (Ads Directly to gmail inbox of the target audience)
  5. Facebook
    1. Promoted Posts with static images
    2. Video Ads to engage users
    3. Website Click Ads to generate social traffic to the website

Achieved awareness

Total Website
Visits

68%

Total New
Visitors

80%

Pageviewers
 

49%

Triggered Interest about hybrid cars

1680%
Hybrid Section Visits

Raise in Test Drive
Requests
 

65%

Raise in Brochure
Requests
 

25%

Raise in Visits with
Car Configurator
Completions

22%

Campaign Impact Analysis

40.000
Clicks directly to different hybrid Sections
39.000.000
Impressions from all campaigns
300.000
Video Views on YouTube with 25% view rate and 0.01 CPV
35.000
Gmail Email Opens
160.000
Interactions with engagement ads

Campaign Impact Analysis

19.5%
Yaris
29.6%
Auris
51.1%
Auris Touring
Sport
34.3%
Prius
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