In 2017, Toyota’s hybrid moment truly arrived. The VW ‘dieselgate’ scandal created massive uncertainty for a raft of buyers, unsure what kind of powertrain to turn to next. Having engineered hybrids since 1997, and selling 10 million globally, Toyota can now capitalise on their hybrid leadership. Can’t they? The challenge was that even with significant financial incentives now available for buyers, the overwhelming majority of car purchasers continued to reject hybrid vehicles, either sticking with petrol or postponing their purchase altogether. Why? Many reasons, some functional, some emotional; varying by audience and market. Hybrids are driven by people from every walk of life, we needed a strategic platform that would allow creative assets and media connections to be made that responded to this flow of audience behaviour – from hybrid brand identity to educational tech explanations. We Choose Hybrid was born leading to record performance for Toyota.