Toyota - "Find Your Drive "

HERO Melbourne , Australia

Brand: Toyota
Country: Australia

Advertiser: Toyota

Title	Find Your Drive
Agency	HERO
Campaign	Find Your Drive
Advertiser	Toyota
Brand	Toyota
Date of First Broadcast/Publication	2024 / 2
Tagline	Everyone deserves the freedom of mobility.
Story	Whilst most auto advertisers are obsessed with how to get bums on seats, steal market share, and get more drivers “enquiring now”, this would be the first time that we strategically sought to get non-drivers, specifically people suffering from driving anxiety into the Toyota brand. Find Your Drive is a social initiative that represents a different approach to automotive marketing through a 3 staged program that sets out to help adult Australians who don’t have their licences due to driving anxiety, to build confidence to get onto the road and into Toyotas. And in doing so, go beyond traditional driving lessons to help more than 1.5 Million adult Australians without licence to enjoy the freedom of mobility.
Philosophy	Whilst most auto advertisers are obsessed with how to get bums on seats, steal market share, and get more drivers “enquiring now”, this would be the first time that we strategically sought to get non-drivers, specifically people suffering from driving anxiety into the Toyota brand. Find Your Drive is a social initiative that represents a different approach to automotive marketing through a 3 staged program that sets out to help adult Australians who don’t have their licences due to driving anxiety, to build confidence to get onto the road and into Toyotas. And in doing so, go beyond traditional driving lessons to help more than 1.5 Million adult Australians without licence to enjoy the freedom of mobility.
Problem	Nearly 1.5 million Australian adults don’t have their drivers licence. This can be a byproduct of language barriers, disability, past accidents and other life circumstances which all result in doubt and anxiety. However, not having the freedom to drive in Australia can significantly hold individuals back from life - from gainful employment, physically connecting with family and friends and in regional areas can be geographically isolated and potentially life-threatening. Unless you live in Australia, you really don’t understand how crucial having a car is. With more landmass than continental Europe, and 900,000km of connected roads, as well as significant suburban and regional sprawl, 70% of Australians say that they couldn’t live without a car. Cars are the ultimate enabler of mobility in Australia. Australia is currently in a unique situation where due to stock difficulties, supply chain issues and chip shortages, wait times for new vehicles can run into many months if not years for popular models. These circumstances have led to the need for new approaches to increasing our brand health, provide continuous engagement with potential customers and increasing consideration. Find Your Drive builds on Toyota’s purpose of “Mobility For All”, an act that helps build salience and positive sentiment while also tapping into the 1.5 million people without a driver's licence who could potentially become 1.5 million new customers in the future.
Result	Find Your Drive fundamentally changed the lives of the four adult drivers who took part in the pilot program, helping them to obtain their drivers licence and achieve the freedom of mobility. Find Your Drive changed the lives of the four adult drivers who took part in the pilot program, helping them all obtain their drivers licence and achieve the freedom of mobility but their success provides inspiration for 1.5million other non-drivers. The media launch generated a 3369% increase in traffic to the “Mobility For All” section of the Toyota website with 450+ new non-drivers signing up to the follow-up program. With this success, we’re now exploring extending the pilot program to accredited driving schools to adopt the approach and have Find Your Drive as an official offering and accreditation for all. 21.5M media reach, reaching 77% of all Australians. The campaign also contributed to Toyota becoming: The #8 most trusted brand in Australia (up 2%) The #8 brand that ‘helps its local communities’ - up from #11 The #5 brand ‘changing the world for the better’ - up from #7
Media Type	Integrated Media/360 Activation
Length	135 seconds
More Information	https://www.toyota.com.au/mobility/find-your-drive?gad_source=1&gclid=Cj0KCQjwlZixBhCoARIsAIC745DtV9aMC-Jsv-NTyJc3XZWhvW5K86Uf84mQgsZkaA1f8RIbOYUP2u8aAhd5EALw_wcB&gclsrc=aw.ds
Executive Creative Director	Shane Geffen
Creative Director	Andrew Woodhead
Art Director	Charlotte Smith
Designer	Edward Tang