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Toyota Corolla
Taking hybrid to the next level

Challenge

Raise awareness of the new Toyota Corolla – particularly the benefits of its self-charging hybrid engine, which is more powerful and driveable than its rivals, bringing the fun back to hybrid driving.

 

Challenge

Raise awareness of the new Toyota Corolla – particularly the benefits of its self-charging hybrid engine, which is more powerful and driveable than its rivals, bringing the fun back to hybrid driving.

 

Idea

We knew the best way to explain the benefits of a more fun-to-drive hybrid was through the powerful peer-to-peer lens of ‘people like me’.

So, we recruited a group of hybrid-curious and hybrid-intender readers from our Autocar and What Car? audiences and let them get hands-on with the Toyota Corolla at a VIP event.

We filmed their impressions, intermixed with an easy-to-grasp explanation of Toyota’s hybrid engine from tech journalist David McClelland.

Our content also played on the fact that What Car? had just named the Toyota Corolla its ‘Best hybrid of 2019’ with a four-star review – adding an additional element of strength and validity to the story through independent editorial endorsement.

 

Idea

We knew the best way to explain the benefits of a more fun-to-drive hybrid was through the powerful peer-to-peer lens of ‘people like me’. So, we recruited a group of hybrid-curious and hybrid-intender readers from our Autocar and What Car? audiences and let them get hands-on with the Toyota Corolla at a VIP event.

We filmed their impressions, intermixed with an easy-to-grasp explanation of Toyota’s hybrid engine from tech journalist David McClelland. Our content also played on the fact that What Car? had just named the Toyota Corolla its ‘Best hybrid of 2019’ with a four-star review – adding an additional element of strength and validity to the story through independent editorial endorsement.

 

TOYOTA COROLLA – TAKING HYBRID TO THE NEXT LEVEL

In a recent article naming the Best Hybrid Cars of 2019, we put the new Toyota Corolla hybrid at the top of our list. That’s why we took 15 of our readers to a special event, in order to get their impressions. We wanted to see what they made of the new Corolla’s smooth and seamless hybrid performance, and if it exceeds their expectations of driving a hybrid.

Results

Our Toyota Corolla hybrid content proved a hit with our Autocar and What Car? audiences – scoring over 33,000 video views on YouTube, with over 12,000 views of our accompanying native promoted stories.

Dwell time on the native stories averaged around 6 minutes, proving that people were highly engaged and wanted to find out more.

Results

Our Toyota Corolla hybrid content proved a hit with our Autocar and What Car? audiences – scoring over 33,000 video views on YouTube, with over 12,000 views of our accompanying native promoted stories. Dwell time on the native stories averaged around 6 minutes, proving that people were highly engaged and wanted to find out more.

Output

1x reader event
1x long-form videos
1x short-form cutdowns
2x promoted native stories
6x rich-media ads
1x Instagram Story
1x Facebook Canvas
2x newsletter posts

Output

1x reader event
1x long-form videos
1x short-form cutdowns
2x promoted native stories
6x rich-media ads
1x Instagram Story
1x Facebook Canvas
2x newsletter posts

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Haymarket Automotive Studio is the in-house creative agency for Haymarket Automotive.
We work closely with our clients to craft and deliver native content campaigns that are specifically tailored to engage our audiences of in-market car buyers and passionate enthusiasts – and precision-targeted to deliver impressive results.

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