In 2018 Toyota admitted something that no other car manufacturer had ever done.
People hate buying cars from dealers.
So we created the Drive Happy project to rid New Zealand of them.
To launch this reinvention, we brought people's subconscious car buying fears to life.
Meet the Bothers.
There’s the pressure to buy before it’s gone bother, the can’t get away to buy a car bother, the I don’t know how to haggle bother, The test drive bother, and of course, buyer’s remorse.
Drive Happy – The Bothers Case Study
Facebook and Instagram were our focus for The Bothers.
Why? Because we needed to remind people of them in a meaningful way and creatively these platforms allowed us to make them almost real.
Once let loose they appeared anywhere they could including Facebook image and video posts, carousels, and Instagram stories – all the while being aware of their surroundings and the viewer.
PHASE 1 : EXPERIENCING THE BOTHERS
Scrolling Facebook is where you first experience the Bothers. Haggle Bother appears, then Pressure Bother. Your feed is clogged with Bother. Annoying.
PHASE 2 : CONNECTING THE STORY
Once you’ve had your first encounter with the Bothers, we know this and re-target you with a connecting the campaign narrative.
PHASE 2 : BOTHERS POPUP BETWEEN FRIENDS
Now in-between Instagram stories, The Bothers are back.
PHASE 3 : BOTHERS MEET PROOF POINTS
Then we showed people how to get rid of the bothers with all the incredible new tools Toyota introduced to make the car buying a stress free and even an enjoyable experience.