The Road Map
Promote Toyota hybrid cars.
When DN, one of Sweden's major newspapers, borrowed the new Prius Plug-in Hybrid from Toyota, the test driver only had to fill up gas once driving 2,500 km. The driver therefore went from being “a regular at the gas station” to “the worst enemy of the oil industry”.
To let people know about this and to illustrate it, we sent out a classic gas station map with the headline: “There’s over 2,000 gas stations in Sweden. If you need a hot dog or something.”. And instead of marking out all the gas stations on the map of Sweden, we switched them to symbols of hot dogs, coffee mugs and cinnamon buns. We also informed them about the the article in DN and the advantages of Toyota hybrid cars.