Shaun O'Connor – Creative Technology Director
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Toyota Drive Happy Project

TOYOTA – DRIVE HAPPY PROJECT

 

Problem :
Car buying is seen as one of the most stressful things you can do.

Test Drives are never long enough to actually get to know a car, prices are generally different at every dealership, and dealers are well known for their pressure tactics.
 

Solution:

The Toyota Drive Happy project – car buying reimagined.

Haggle free prices, test drives on your terms, 100% transparent and consistent pricing; what you see online is what you pay country wide.And, no more dealers who only care about moving units and their sales bonus.

Driver happiness is now sole measure for success at Toyota. 

These are the car buying bothers, and this is how we launched the Drive Happy project.

 
 The Car Buying Bothers, left to right : Pressure to buy, Buyers remorse, Stress, Haggle, and Time Poor.

The Car Buying Bothers, left to right : Pressure to buy, Buyers remorse, Stress, Haggle, and Time Poor.

 

It’s one thing to remind people of the car buying bothers, but we chose to let them loose on Facebook and Instagram creating annoying experiences that people couldn’t forget.

 

 
 
 
 
 
 
 
 

Creative Direction

Creative Direction
Concept Development