Toyota Positive Movement
Japanese carmaker Toyota is promoting the eco-friendly credentials of its latest Prius model with its new Toyota Positive campaign. The firm has teamed up with bloggers, artists and musicians to “spread positivity” around the streets of London.
Participants of Toyota Positive – which was developed in collaboration with global advertising agency Saatchi & Saatchi – are loaned a Toyota Prius for the day to use for public-spirited activities. The campaign has so far featured fashion blogger Caroline Burke setting up a pop-up shop dispensing free vintage clothes, swing and jazz band The Jive Aces performing at a care home and creative collective Craft Guerrillas handing out free craft kits at travel hubs around the capital. A series of short films follows each participant throughout the day, documenting their good deeds.
The initiative is similar to Coca-Cola’s ongoing global Share Happiness campaign, which earlier this year dispensed free cash to people in Spain on the condition they share their good fortune with others. Toyota’s campaign also aims to “inspire uplifting gestures and selfless acts of thoughtfulness”, according to the firm’s website. Users can submit their positive idea and, if successful, they too will receive the use of a Prius for the day to carry out their good deeds.
For more on how brands can leverage the power of positivity to promote a product or build a stronger connection with consumers, take a look at The Power of Good.