In the wake of extensive global product recalls, Toyota needed to restore brand equity with its customers and desired to associate its brand with cutting edge technology. Toyota also wished to leverage one of its core brand values of environmental leadership to activate consumers on sustainable consumption.
To do so, Saatchi & Saatchi S worked with Toyota to create an iPhone App that made reducing fuel use and emissions fun & engaging for consumers. The free app called, “A Glass of Water” emulated a real glass of water placed on a car’s dashboard and monitored and registered the volume of water spilled during the journey. The driver’s challenge was to drive carefully enough to avoid spillage and thereby reduce fuel and emissions. Results, stats and maps were available at a website where users could create challenges for family and friends. Saatchi & Saatchi S also integrated the application with Google Maps and Facebook to encourage information sharing and viral activity.
To bring this pioneering campaign to life, Saatchi & Saatchi S developed a phased localization plan for rollout across European Union in 2010 and 2011. The results were clear with radically improved traffic going to Toyota’s Zero Emissions website, an engaging and fun approach for reducing fuel and emissions and significant benefits to the EU Toyota brand.