Toyota has become the first automotive brand to take over Europe’s biggest out-of-home location, the Clapham Colossus, using the site to demonstrate the brand’s leadership in clean-air hybrid technology. This tactical execution, with copy reading “Welcome to the Big Smoke”, was created by The&Partnership as a bespoke communication for London, as part of Toyota’s pan-European ‘We Choose Hybrid’ platform.

 

Emma Lane, Brand Awareness Manager at Toyota GB said: “With the recent announcement of the ‘T-charge’ emissions surcharge in London, we felt this was a timely message to let people know that we have a fantastic range of Hybrid vehicles for them to consider.”

 

London’s ‘Toxicity Charge’ was announced earlier this year and came into effect in October, aiming to combat dangerous levels of pollution in London.