The Danish Toyota CHR Campaign

From the Danish launch in 2016

Toyota. The biggest car brand in the world. Known for being reliable and practical — but not very cool. Until now. This year Toyota is launching a brand new cross-over SUV with the purpose of changing the perception of the well-known brand. The name is C-HR and it is targeted at a whole new demographic for Toyota: the 26-40-year-old self-made urbanites. How do we get the attention from this new cool target group, with no interest in Toyota? And how do we avoid getting attention from the usual suspects? This here is a presentation of the responsive site that was a big part of the hole campaign to launch the C-HR in Denmark.

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