Jessica Schram, 1

PR Week Campaign Proposal: Toyota FCV

Out with the H2Old

BACKGROUND
Whether in the states or overseas, Toyota has stood by its commitment to build vehicles that match
consumer lifestyles. Since 1937 Toyota has been an industry leader in innovation and creativity, and
has catalyzed a way for change with contributions like the Priusthe first ever mass-produced hybrid
vehicle. Today, Toyota continues to lead the pack with its newest forward-looking producta car
powered by hydrogen, leaving nothing but water behind.

SITUATION ANALYSIS
This May, Toyota will help America say good riddance to gasoline and hello to hydrogen with its
Out with the H2Old campaign, introducing hydrogen as the key ingredient to its new Fuel Cell Vehicle
(FCV). The Toyota FCV will leave a mark by not leaving a mark at allexhausting water as its only
byproduct and cleaning Americas old and outdated gas-powered ways. Although California currently
has the most fuel cell stations, Toyota is investing in the hydrogen-fueling infrastructure needed to
support public adoption of FCVs and hopes to generate positive, national attention for their efforts while
softening the market for its new Fuel Cell Vehicle, unofficially named Mirai.

CHALLENGE
While auto manufacturers, local governments and infrastructure developers understand the importance
of hydrogen fuel, the public is uneducated about fuel cell technology and what it means for the future.
To win the hearts and minds of potential FCV consumers, Toyota will need to prove that FCVs mark the
beginning of an environmental revolution, and that hydrogen powered vehicles are a good choice for
the environment and the highway.

SWOT
STRENGTHS

Toyota is the worlds largest automaker and leader

in hybrid technology vehicles.
Toyota was ranked as the number one carmaker in
quality, according to 2014 Consumer Reports.

Toyota is recognized as the worlds number one

automaker, reporting record sales of 7,615 vehicles
in the first nine months of 2014.
Toyota is a respected community partner, making
social change through The St. Bernard Project, 100
Cars for Good, TeenDrive365 and more.

WEAKNESSES
Toyota is still recovering from their damaged brand
reputation after the 2010 vehicle recall for sudden
acceleration and mechanical errors.
Toyotas net earnings are expected to drop by 2.4
percent to $5.62 per share in fiscal 2015, according to
research by Zacks Equity Research group.

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OPPORTUNITIES

Financial support from other carmakers that expect

to release FCVs will help fund the hydrogen fueling
infrastructure needed to support the Toyota FCV.
Recent findings by the Institute of Transportation
Studies at UC Davis suggest there are near-term
prospects for plentiful, low-cost hydrogen.
Policy innovations like state rebates and HOV lane
access offer incentives for consumers to try FCVs.
Hydrogen fuel cell vehicles hold great promise for
reducing carbon dioxide emissions, making FCV
technology appealing to eco-conscious consumers.
Hydrogen is the most abundant element in the
universe.

THREATS

Several other carmakers expect to have FCVs on the road

in the next few years, leading to increased competition for
the Toyota FCV.
Key publics are unaware of fuel cell vehicles and what it
means to drive one.
Key publics may be brand-loyal to another company and
therefore hesitant to switch to Toyota.
Hydrogen fueling stations are expensive and hard to
implement across states and regions.
FCVs are generally more expensive than hybrids and
conventional gasoline vehicles.
Consumers are unfamiliar with hydrogen's properties and
scared of its risks.

RESEARCH
THE MARKET:
According to The Hydrogen Transition study from the University of California, Davis, Californias
regional investment of $100-$200 million in support of 100 stations will serve about 50,000 FCVs, which
would be enough to make hydrogen fuel cost-competitive with gasoline on a cost-per-mile basis in
California (UC Davis, 2014). The study confirmed that the long-term environmental, economic and
societal benefits of hydrogen fuel are significantly better than that of gasoline. Future fuel cost savings
and the reduced costs of air pollution, oil dependence and climate change will outweigh hydrogen
transition costs by 10 to 1.
THE AUDIENCE:
Over the summer of 2010, a study by Deloitte titled, Gaining Traction: A Customer View of Mass
Adoption in the U.S. Automotive Market revealed that early adopters of EVs are typically young,
wealthy individuals with an average household income exceeding $200,000. A study by the Central
Texas Fuel Independence Project (CTFIP) and Zpryme Research found that young suburbanites
ages 25-34 are the demographic most likely to buy an electric car.

Findings from a recent analysis of the nations top-earning suburbanites by the U.S. Census Bureau
suggest the following suburban cities would be best to target before the launch:
California: Downtown LA and the San Francisco area
Chicago: Glencoe, Winnetka and Highland Park
DC Metro Area: Patomac and Georgetown
Houston: River Oaks and the Memorial area
New York Metropolitan area: Bergen County, NJ
Phoenix: Glendale and Scottsdale
To increase acceptance and adoption among suggested demographics, Toyota should incorporate user
experience and expert opinions in their tactics. Oak Ridge National Laboratory and the U.S.

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Department of Energy analyzed fifteen surveys in their study of public knowledge and opinions of
Hydrogen Fuel Cell Technologies and found the following insights:
1. Neither knowledge nor a lack of knowledge of hydrogen technologies correlated strongly with
acceptance. Acceptance strongly correlated with experience with the technology.
2. When asked about issues of trust, respondents generally expressed distrust of the government
or political parties but trusted scientists and environmental protection organizations.

GOALS

To create a favorable climate for the launch of the Toyota Mirai.

To be recognized as the leading automaker of future-friendly, forward-thinking vehicles.

OBJECTIVES

Increase awareness of the Toyota FCV among young suburbanites in target markets by 50
percent by Q3 (August).
Educate 10 percent of young suburbanites about the benefits of fuel cell technology by the
beginning of Q3 (July).
Increase interest of young suburbanites to purchase the Toyota FCV by 10 percent in target
cities, especially California by the end of the campaign (Q3, August).
Attract 1,000 new YouTube subscribers by the beginning of Q3 (July).
Generate 100,000 Facebook likes on the Toyota FCV Facebook page by the end of Q3, after
the launch (August).
Achieve 10 placements in local broadcast news outlets by Q3 (August).
Generate 150 million media impressions reinforcing Toyotas campaign messaging and the
brands commitment to advancing technology by the end of Q3 (September).
Drive 7,000 visitors to the Toyota FCV website by Q2, before the launch (June).

KEY PUBLICS
PRIMARY PUBLICS:
Key motivators for young divers who consider purchasing electric vehicles are the environment, their
reputation and their wallets (General Electric, 2010). To achieve success, Toyota should target the
following young suburbanites, ages 25-34:
1. Environmentally conscious: These consumers see fuel cell vehicles as a symbol of their
commitment to the planet and sustainability.
2. Wealthy: These consumers have an average HHI of $200,000 or more, make enough to live in
cities, but find themselves in suburbs due to plans to start a family or new babies on the way.
3. Technology-driven: These well-off consumers see the FCV as a cool, cutting edge
innovation that will put them ahead of the pack.
4. Avid Travelers: These consumers see FCVs as a way to permanently reduce travel costs.
SECONDARY PUBLICS:
Toyota employees
Current Toyota
owners and fans
National, state and
local policy makers

THEME
Fueling the Future.

INTERVENING PUBLICS:
Media (traditional
and broadcast)
Social influencers
(environmentalists,
tech-enthusiasts)

MODERATING PUBLICS:
National Center on
Sustainable
Transportation
U.S. Climate Action
Network
The World
Resources Institute

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MESSAGES:

KEY PUBLIC

SPOKESPERSON

Environmentally
Conscious
Suburbanites
ages 25-34

Jared Farnsworth,
Leading Toyota FCV
engineer

Wealthy,
TechnologyDriven
Suburbanites
ages 25-34

Jared Farnsworth,
Leading Toyota FCV
engineer

Traveling
Suburbanites
ages 25-34

Akio Toyoda
CEO, Toyota
Brand evangelists are
more comfortable with
CEOs and company
executives as
spokespeople.

MESSAGES
Spring clean the environment with the Toyota Miraia
hydrogen-powered vehicle leaving nothing but water behind.
The Toyota FCV will reduce the nations footprint of air
pollution, oil dependence and climate change.
The Toyota FCV is revolutionizing travel for everyone,
everywhere. The question isnt if youll turn, its when
In the 1980s, fuel cell stacks were limited to space
applications. Today, they are small and strong enough to
power an FCV with a 300-mile range.
Researchers agree that hydrogen fuel cell cars offer
consumer value similar or superior to todays gasoline cars.
The boom in low-cost natural gas makes low-cost hydrogen
possible, especially in the United States.
The long-term environmental, economic and societal benefits
of hydrogen FCVs outweigh transition costs by 10 to 1.

STRATEGIES

Generate buzz for the Toyota Mirai by involving the community in promotional initiatives.
Partner with an environmental nonprofit to build momentum for the FCV movement.
Leverage social media to promote out with the H2Old messaging and educate publics
on fuel cell technology.
Build anticipation for the Toyota Mirai through media coverage.
Glamorize the Toyota Mirai by positioning it as the latest and greatest tech toy, endorsed
by the Grammy award-winning band, Maroon 5*.
Showcase the Mirais eco-friendly features through experiential tactics.

* Maroon 5 has been using biodiesel-powered tour buses since 2008, played at Live Earth and the Greenbuild
International Conference & Expo last year, donated portions of their ticket sales to environmental charity, are strong
supporters of the Environmental Media Association, and are popular among the suggested primary target publics.

TACTICS
1. Out with the H2Old Spring Cleaning Event: Partner with the U.S. Climate Action
Network to host a community spring cleaning event at Toyota dealerships in
target markets.
o
o
o

Instead of pocketing money from unwanted items like garage sales, proceeds from items
donated to the Out with the H2Old Spring Cleaning Event will go to state funding for
fuel cell infrastructure or other EV technology initiatives.
The event will generate buzz for the Mirai as citizens drive by and see many of their
neighbors browsing old and antique items.
A press release will be distributed to attract local broadcast media and other print outlets
like local newspapers.

2. Out with the H2Old Innovation Challenge (YouTube Contest): Online competition
for inventors and start-ups to devise an eco-friendly product that reinvents an
H2Old technology.

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3. Toyotas out with the H2Old Facebook Page: Toyota should create a Facebook
page for the FCV that incorporates out with the H2Old content and messaging.
The purpose of the Facebook page will be to educate key publics about fuel cell
technology, engage and respond to publics questions, and slowly release details
about the FCV before the launch to build excitement.
o

o
o

Facebook posts should be highly visual and should glamorize the Mirai by juxtaposing
old car parts with new features of the FCV.
I.e.: Picture of a car phone juxtaposed with Mirais Bluetooth technology with the
caption, Remember when phones were fancy? #H2Old.
All posts should use the hashtag #H2Old and should encourage users to post nostalgic
comments about car parts they remember growing up that are now too old for 2015.
The Facebook page will also host open forum discussions with Toyota engineers to
answer questions and provide the latest information about the Mirai and FCV technology.

4. Out with the H2Old Car Swap Sweepstakes: Ever have a friend whose car is way
H2Old? Now, Toyota will give owners of old and ugly vehicles a reason to laugh
about their lemons and win free concert tickets to *Maroon 5s V Tour during
summer 2015. The out with the H2Old Car Swap Sweepstakes will allow 15
consumers with old and ugly lemons to drive the Mirai for a week before the
launch of the Toyota FCV.
o
o
o
o

Participants will post pictures of their old and ugly vehicles or nominate friends vehicles
on Facebook with the hashtag #H2Old and a caption to go with the photo.
Submissions will be added to the FCV website, where a public voting will happen.
The voting process will drive publics to the website, which will increase awareness of the
vehicle and educate consumers about FCV technology.
Winners will receive free tickets to a Maroon 5 concert and a hand written, autographed
note from the band thanking them for supporting the eco-friendly initiative.

WHY? Secondary research from the US Department of Energy proves that acceptance of FCVs
strongly correlates with experience, which is what the car swap sweepstakes will provide
consumers.
WHATS IN IT FOR THE BAND? The partnership with Maroon 5 will include a contract outlining
Toyotas commitment to use one of Maroon 5s songs in future FCV television advertisements.

EVALUATION
Truly innovative products like the Toyota FCV take time to diffuse through society. When
evaluating impact, Toyota should look at pre-test/post-test surveys to see if publics awareness,
attitudes or opinions changed, and should continue surveys each year to see how feelings shift
over time. In the first year, significant changes in awareness about the FCV are anticipated,
along with a shift in optimism about fuel cell technology.
In addition to a pre-test/post-test, Toyota should analyze its level of preparation, implementation
and impact as well as its measureable objectives to determine the success of the program.
Did the campaign attract 1,000 new YouTube subscribers?
Did the campaign generate 100,000 Facebook likes on the Toyota FCV Facebook page?
Did the campaign achieve 35 placements in broadcast news media?
Did the campaign generate 150 million media impressions?
Did the campaign drive 7,000 visitors to the Toyota FCV website?

CONCLUSION
In 2015, Toyota will ask America to leave a mark by not leaving a mark at all. The question isnt if
it will win the market, its if it can create one to help consumers get Out with the H2Old.