The 'Toyota Positive' movement passes the baton to the people of London
LONDON, April 18, 2013
LONDON, April 18,2013 /PRNewswire/ --Throughout the month of April, a number
of videos have been uploaded to the Toyota Positive site (
www.toyotapositive.com ) featuring Londoners at their best doing random acts
of kindness to benefit their fellow citizens
(Photo: http://photos.prnewswire.com/prnh/20130418/NY97394 )
Toyota's Prius Plug-In Hybrid kicked off its new campaign to bring positivity
to the people of London by asking ordinary people to step outside of their
comfort zone and carry out these positive acts aided by the use of the
technologically advanced Prius.
The campaign launched earlier in the month with a video entitled "Comedians"
that featured MTV news presenter Joel Dommett and his sidekick, Eric Lampaert.
Since then, several instalments have ensued: the Londonist helped co-produce a
reader-submitted concept; fashion blogger Caroline Burke of Burkatron
participated in livening up a weekend crowd with free fashion wares; The Yarn
Stormers brought a child-like, but deft touch to a soot-covered tunnel in
Brixton; The Jive Aces wanted to give the gift of music to seniors at a
residential home and The Craft Guerrillas spread the message of positivity to
the commuting public with their hand made gifts. To view all the films go to
Now the company turns it over to consumers to submit their own films that can
be posted to the Toyota Positive site. The people behind the entries that most
reflect the spirit of the campaign will be given a Toyota Prius Plug-In Hybrid
for the day to make their own positive ambitions a reality. All films will
then be shared with the world on the Toyota Positive website.
"So many people have participated with their tweets, retweets, following our
Facebook page, sharing the videos from the site, that we are somewhat
humbled," said Lisa Fielden, Manager, Brand and Digital Marketing, Toyota GB.
"Small acts of kindness caught on video go a long way."
Mark Norcutt and Laurence Quinn, Toyota Creative Directors at Saatchi &
Saatchi added, "We've shown people some fun and simple ways to spread
positivity and brighten someone's day. Now the important bit starts, as we
want members of the public to pick up the baton and start spreading some
The Toyota Prius Plug-in hybrid can run in electric 'EV' mode for up to 15.5
miles, with zero emissions, before switching over to its petrol engine,
eliminating range anxiety of pure electric cars. Toyota is the pioneer of
hybrid technology and sales of its hybrid vehicles are currently at 5 million
About Saatchi & Saatchi
Part of the Publicis Groupe, the 3rd largest communications holding company
worldwide, Saatchi & Saatchi's Network clients include Diageo, Emirates,
General Mills, Kraft Foods, Lenovo, Mead Johnson, Novartis, Procter & Gamble,
T-Mobile, Toyota and Visa Europe.
With 140 offices and over 6000 employees, Saatchi & Saatchi is known for its
outstanding creative ideas that generate powerful emotional connections
between consumers and products.
This is a key element in Lovemarks, Saatchi & Saatchi's unique methodology for
elevating the status of brands by creating 'loyalty beyond reason' and
Saatchi & Saatchi is 'The Lovemarks Company'.
Contact: Saatchi & Saatchi Contact, Isobel Kerr-Newell, Marketing Director
EMEA, Tel: +44 (0) 7947 375 103; Toyota Contact, Nik Pearson, Manager, Media
Relations, Tel: +44 (0) 1737 367 264, email@example.com
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