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In 2017, Toyota’s hybrid moment truly arrived. The VW ‘dieselgate’ scandal created massive uncertainty for a raft of buyers, unsure what kind of powertrain to turn to next. Having engineered hybrids since 1997, and selling 10 million globally, Toyota could now capitalise on their hybrid leadership. Or could they?

We started with real audience data. In an automotive first, we combined behavioural data from [m]PLATFORM (GroupM’s proprietary data platform) with bespoke survey data, matched at an individual ID level. This meant we could understand not only the real barriers to adoption, but also the real-world scale of these behaviours in live data.

The unifying platform idea of “We Choose Hybrid” could be tailored to each purchase barrier, serving messages dynamically to audiences at the perfect point in their car buying journey, from “We Choose Style” to “We Choose £299 a Month.”