Toyota ‘Glass of Water’
Key Result: The number of non-Toyota owners who would consider buying a Toyota rose by 150%.
How do you get drivers to make a 10% fuel saving overnight without changing their vehicles or the number of trips they are planning to make? The seemingly unlikely answer: A glass of water.
Saatchi & Saatchi Sweden’s ‘Glass of Water’ campaign encouraged people to become eco-drivers as part of Toyota’s ultimate goal of achieving zero emissions from vehicles.
On the launch date, 60,000 cups of water were handed to drivers at entry points to Sweden’s major cities. Drivers were told to put the cup on their dashboard to encourage smoother driving – a practice which delivers substantial fuel savings.
This simple test was then launched as an iPhone app that looks and behaves like a glass of water. The app records your driving style, and uploads this information to a microsite integrated with Google Maps and Facebook. On the microsite, drivers can challenge their friends to become eco-drivers, track their progress, and see the positive impact smoother driving has on the environment from a collective point of view.
Mystery was infused by rousing people’s curiosity. At first through the question of how can a glass of water make a difference to my fuel consumption? Then, once the eco-driving concept was understood, the question became how much of a difference can we make together?
The campaign was filled with Sensuality from the moment drivers were handed their first glass of water. This simple act was provocative and engaging, drawing consumers into the movement Toyota wanted to inspire. Intimacy was achieved by giving consumers a way to continue to engage with the concept online, provide the ability to monitor their progress, and the opportunity to personally invite others to join in.
The campaign was highly successful, not only in increasing people’s likelihood of buying a Toyota, but it easily outstripped the target for the number of people willing to become eco-drivers.
More Results for ‘Glass of Water’
- 240% more people participated in the campaign than originally targeted.
- The iPhone app was the third most downloaded in the iPhone App store in the first week of the campaign.
- Awarded ‘Best Green Mixed Media’ award at the Green Awards in London, 2010.
