Why Wouldn't Ya?
To introduce the New Toyota RAV4 Hybrid, it was discovered that even though hybrid technology has been around for quite some time, many consumers are still confused about how it actually works. All of this lead to myths and misconceptions that are barriers to purchase.
In launching the RAV4 Hybrid, the direction was to educate the consumer by debunking those misconceptions head on. We recruited actor/comedian Keegan-Michael Key as Professor RaValle Forman, a retired Drivers Ed Instructor and RAV4 enthusiast, to come out of retirement to teach classes on Hybrid Learning.
The top myths/misconceptions were addressed in 6 online videos. The cross-platform campaign was rounded out with three Instagram videos, print, memes, social posts, TV and radio.