- Toyota show how hydrogen is the answer
- California ad campaign punting hydrogen
- 500km range, tank refill in only five minutes
PLANO, Texas – The 2019 Toyota Mirai’s new marketing campaign ‘Real Power’, the automaker says, is intended to emphasise the power potential of hydrogen fuel-cell technology to change the world.
The vehicle’s POWER button takes centre stage, supported by joyful, optimistic, imagery to convey the idea that Mirai doesn’t just make life better for the driver but can make life better for everybody.
The Mirai is a four-door, mid-size, sedan and one of the world’s first mass-produced, zero-emissions, hydrogen fuel-cell electric vehicles. It has an estimated driving range of about 500km with performance that competes with a conventional car and a refuel time of only five minutes.
‘MIRAI’ – JAPANESE FOR ‘THE FUTURE’
The car generates electricity using hydrogen, oxygen, and a fuel-cell, and emits only water vapour. About 4000 are in use in the US (Nov 2018) – about 76% of all hydrogen fuel-cell electrics vehicles on roads there.
Ed Laukes, group vice-president for marketing with Toyota Motor North America, told The Corner in a media release: “Mirai means ‘future’ in Japanese and that’s where this technology will take us. The new marketing campaign shows how the car can move the world forward at the touch of a button.”
The geo-targeted campaign is using 15- and 30-sec digital broadcasts directed by Academy Award winner Angus Wall, who explained: “We want viewers to take away a sense of optimism and possibility from the spots.”
The Mirai marketing campaign, Toyota explained, ”has followed the vehicle’s innovative lead with a media approach that uses precise audience and location-based targeting”. Data-driven partners such as Amazon, WIRED and Hearst Digital Media will build awareness and consideration in the Los Angeles and San Francisco markets.”
CLEANING UP SMOGGY LA
Print and out-of-home content includes billboard electric vehicle re-charge stations punting the cars’ theoretical range and how quick it is to refill the hydrogen tank; a pure electric car can take hours.
The campaign will end on December 31 2018 the smoggy Los Angeles and San Francisco markets, each of which has Mirai units for sale or lease.