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Danergy X Toyota | Social Activation | Toyota C-HR
Media
Social & PR
Role
Concept
Client
Toyota
Challenge:
“Ich steige in meinen Wagen, den Toyota C-HR ...jejeje“—
Toyota wanted to launch the new Toyota C-HR in a way that would break away from traditional automotive advertising and reposition the brand as bold, culturally relevant and design-led for a younger audience.
Solution:
We crashed the live Twitch stream of popular german streamer Daenergy and challenged him to create a song about the new Toyota C-HR on the spot — in just two hours.
The track had to incorporate five keywords that captured the essence of the new C-HR: courage, design, sustainability, hybrid, and Toyota C-HR.
Afterwards, the Twitch song was turned into a music video featuring Daenergy and distributed across major social platforms.
