Get to Know the Hybrid Fan

Many agencies deserve credit for making this campaign possible. They are:

• Saatchi & Saatchi LA (overall client mgmt and site design)
• VitalStream (video streaming provider)
• Firstborn (Flash microsite design)
• FrontGate Creative (Flash video)

 

Client: Toyota
Creative Agency: Saatchi & Saatchi LA

Some want to save gas at the pump. Some want to help save the planet. Some are intrigued by its innovative technology. But one thing's for certain-- everyone has their own reason for driving Toyota hybrids. The new Hybrid Synergy Drive site touts that.

The site is a way for us to illustrate how the movement that's growing up around Toyota's unique hybrid technology, known as Hybrid Synergy Drive, is moving our planet forward. It's meant to show not only the number and type of Toyota hybrid vehicles out there, but also the many reasons people have for driving one. That's why we're asking visitors to the site -- owners and non-owners alike -- to get involved and tell us the reasons they drive, or are considering driving, a Toyota hybrid vehicle. 

Visitors will be visually represented on the site as either a Toyota hybrid owner or someone who's interested in the technology. What's more, there's a special feature (or "visualizer") that allows them to see their individual reason transformed into a unique, moving graphic that everyone else can see.

There are over 600,000 Toyota hybrid owners worldwide (and growing) who are very passionate about their vehicles and hybrid technology. As more and more people submit their reasons and are added to the site, the site will develop organically. You'll be able to see how many people drive one or another of Toyota's hybrid vehicles. You'll find out how long they've been driving one, and what kind of mileage they tell us they get. You'll be able to see how many people believe in Hybrid Synergy Drive for its environmental benefits, and learn about all the other reasons people are getting behind this technology.
-- Felipe Bascope, associate creative director, Saatchi & Saatchi LA

Creative Showcase is meant to be a teaching tool and an inspiration for our readers. We comment only on creative that we really love. Our panelists discuss what makes it great, but if they feel there were missed opportunities that would have made it better, we invite them to mention those. And finally, we seek out a wide range of opinions that reflect the marketplace for the panel, in order to provide constructive, useable feedback for agencies, clients and others involved in these creative pieces.

This is a great example of a well thought-out and planned microsite. Signing up for the community was quick and simple-- not an easy feat when considering the signup was created in Flash, as Flash sometimes has a habit of not being optimal for text entries.  There was also enough variety for consumers to interact with the different reasons (and symbolic imagery associated with each one). From a usability perspective, it was very easy to view each member's reasons, and load times were fine. Finally, I found the video upload tool quite useful for community members to further personalize their respective area.

Overall great effort by Toyota and Saatchi-- especially from the community perspective.
-- Matthew Szymczyk, CEO, Zugara

Every once in a while a site comes up that really makes you think AND feel. And like the advertiser behind it, this site is just best in class.

Sure it would have been easy to put a bunch of hybrid owners on camera and do the broadband video stories thing, but what a cool way to essentially take the motivational data from hybrid owners and visually architect it in such a way as to make me think about why I should own one while making me love navigating through the collage visuals and the engaging sound design. This is pure 'data by design' without being preachy or overly green in it's attempt to help me feel like part of a community without all the social network and broadband video knockoff stuff we've already seen way too much of. I love this site. I love the way the data is visualized. And I love when creative and research come together to create new ways of looking at data. Toyota isn't the leading car company in the world for nothing-- ideas like this keep them there in the mind of the consumer.
-- Alan Schulman, chief creative officer, Brand New World