On the occasion of the launch of the new Toyota Yaris Cross Hybrid in 2021, NRJ in France launched the Toyota Hybrid Challenge. The campaign was put together with The&Partnership, Toyota’s creative and media agency across Europe. With the help of NRJ presenters, the new Toyota model travelled across France, driving as much as possible in ‘zero emission’ mode. NRJ host, Charly, was behind the wheel, travelling to meet listeners and local presenters from NRJ stations. For each zero-emission kilometre travelled, €1 was donated to the Petits Princes association for sick children.
The Hybrid Challenge
The campaign rolled out over two weeks in September 2021, during which Charly visited 10 cities all over France. He also went to visit the Toyota factory where the new model is being manufactured.
Along the way, Charly joined the various radio shows by calling in - radio listeners could follow the adventure by tuning in to the nationwide station as well as the nine local stations. Listeners could sign up on the NRJ website and enter a competition to win the new Toyota model.
In each city, a selected listener was invited to test drive the new model and share their first impressions. They drove the car on their way to do a fun activity, which Charly and other local NRJ hosts joined in with - a ride in a hot-air balloon, cooking with a popular chef, an artistic workshop, a boat ride and much more.
Videos of the adventures were shared on NRJ’s Facebook and other social channels. Over 9000 listeners signed up on the website to participate in the competition and one lucky listener won the new Toyota Yaris.
Supporting a good cause
The client, Carine Paris, Head of Advertising and Events Department, Toyota Group France, commented: " We were very impressed by this operation, because it met a double objective, on one hand to make NRJ group listeners want to try the new Yaris Cross in order to appreciate all its driving qualities in zero emission mode. On the other hand, to allow Toyota to make a donation to the association Petits Princes. What we particularly liked is that everyone could contribute to this gift for sick children. This approach is fully in line with our vision for our relationship with our customers, it is intended to be close, caring, while offering a unique experience with the brand.”
Anne-Sophie Nectoux, Managing Director at NRJ Global, in charge of the Advertisers and Creative Solutions Division, commented: “This operation offered an unprecedented driving experience to NRJ listeners and presenters behind the wheel of the new Yaris Cross. This partnership with the Toyota brand was important to us both for its local dimension but also for its solidarity with the association Petits Princes.”
Long lasting partnership
After this successful campaign, NRJ and Toyota decided to continue their collaboration. Toyota Yaris Cross was the official car of the NRJ Music Awards in Cannes in November 2021. Artists were driven by a fleet of Toyota cars while popular award show host, Cauet, was tasked with driving the new Toyota model from Paris to the award ceremony in Cannes to deliver the final NRJ trophy.