‘No Half Measures’ Accepted with Toyota RAV4

Toyota and The&Partnership launch a pan-European, data-led campaign for the brand-new Toyota RAV4 this week, that will prove to consumers that even SUVs – a diesel heartland – can be powerful hybrids. In a celebratory manifesto, ‘No Half Measures’ urges customers to live life to the full and without compromise; made possible by the uncompromising driving capabilities of Toyota’s most powerful hybrid vehicle. 

The ‘no compromise’ spirit underpinning the entire campaign and its 160 assets is brought to life creatively with a series of empowering statements – made more powerful by the voice of Daniel Kaluuya – setting the viewer the challenge to always approach life with conviction. 

The campaign is the latest instalment in the We Choose Hybrid creative platform (established by The&Partnership in 2017); a platform that seeks to break down misconceptions surrounding hybrid, showcasing Toyota’s market-leading credentials in the drive chain technology. 

Jan Verhaegen, Marketing & Communications Manager at Toyota Europe, said “Combining its impressive off-roading capabilities with hybrid power - unique in its class - the new RAV4 is a truly uncompromising hybrid; it is a superlative product, and it proves that even SUVs – a diesel heartland – can be powerful hybrids.” 

“The design of the new RAV4 is bold, fresh and uncompromising. A step change from previous generations; recapturing the adventurous spirit of the original in a premium package and with much greater emotional appeal as a result. The campaign aims to capture the hearts of younger, more emotionally-motivated audiences, urging them to embrace an uncompromising, no-half-measures approach to life,” said Dan Beckett, European Head of Art, The&Partnership. 

The campaign also ushers in a new visual identity for Toyota across print, TV, social and CRM, aiming to reinforce Toyota’s Hybrid leadership. 

The media strategy behind ‘No Half Measures’ was constructed by directly linking the strategic audience segments, powered by [m]Platform, to the real-world media environment which the consumer operates. The result is a highly relevant, audience-led campaign that includes impactful and broad reach brand executions to more personalised communications built on passion points, product features, time and other relevant parameters.