LIBRARY CARS
(KIRJASTON SÄHKÖAUTO)
TOYOTA

Background

Toyota, the market leader in Finland, launched their first electric vehicle (EV) in 2023. How do you attract attention in a market with fierce competition and an audience considering EVs out of reach due to high price point?

A Toyota bZ4X was made available for borrowing from a public library for the first time in the world. During a 3 week campaign residents of Turku could borrow an EV for a day with their library card. With a local campaign supported by PR we managed to make it a national success attracting even international attention.

My role in the project:

❋ Creative Concept

The idea came from the high threshold EVs had at the time. They were seen as premium products, and Toyota especially was a challenger in the segment, so we needed an idea that would turn EVs from early adopter products to mainstream products – what better place to introduce people from all walks of life to EVs than a public library!

❋ Creative Lead

Leading the creative work and the team at large. I also took care of most of the international PR contacting, as well as calling through libraries to find a suitable one to partner with.