Dec 14, 2006

Toyota unveils hybrid car

Toyota will play down the green message in favour of pushing the practical benefits of its fuel-efficient vehicles in a new campaign to push its hybrid technology.

Created by Dentsu Singapore, the integrated campaign will roll out in Indonesia, Vietnam, the Philippines, Thailand and Malaysia, following its launch in Singapore last October. The campaign's primary aim is to dispel myths of hybrid cars as expensive and low-powered. Meanwhile, the actual launch of the Prius, Toyota's big-selling hybrid flagship, is slated for the end of 2007.

Although hybrid cars are considered environmentally-friendly, at Toyota this is not sufficient as a brand proposition, said Yasuhiro Takh-ashi,...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
customerservices@campaignasia.com
or call+852 3175 1913

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +65 9771 3034
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
StarHub is teaching an uber-emo history lesson
Premium
13 hours ago

StarHub is teaching an uber-emo history lesson

To celebrate Singapore’s 54th birthday, the telco is highlighting the overlooked women in the nation’s past.

Premium
A sound rebranding for a hearing organisation
Premium
13 hours ago

A sound rebranding for a hearing organisation

Australian Hearing becomes Hearing Australia in a change orchestrated by Landor.

Premium
Dentsu plans to drop Aegis from name
Premium
13 hours ago

Dentsu plans to drop Aegis from name

Moving towards its 'One Dentsu' structure, changes at DAN continue, including redundancies of more senior APAC staff.

Premium
Move and win roundup: Week of July 22, 2019
Premium
13 hours ago

Move and win roundup: Week of July 22, 2019

FCB Kuala Lumpur, Go Communications, APMR and more, in our weekly collection of people moves and account news.