New Toyota C-HR is Impossible to Ignore on OOH
The bold just got bolder. The new Toyota C-HR breaks all the rules. Impossible to ignore, it combines the style of a coupe with a powerful stance.
The ‘Stand Out – Be Bold’ OOH campaign, planned by Javelin with Source out of home showcasing the new model is live across Dublin with a strong roadside presence on Digital Bridges, D48s and Bus T-Sides together with a synced full motion display across ten screens on the Digital Gallery in Connolly Station.
The CHR’s mould-breaking exterior design delivers a style that defies convention along with an engaging drive and classleading efficiency with a focus on European customer expectations of premium quality and sustainability. Inspired by a vision of a ‘concept car for the road’, it stays true to its heritage by taking another bold step forward.
Róisín Shaw, Account Director at Javelin comments ‘The striking new Toyota C-HR Hybrid Electric is an exciting arrival to the 2024 car market. With 5th Generation innovative Hybrid Electric technology and sleek, eye-catching design, we wanted to showcase its very bold new style credentials. Outdoor is the ideal medium to deliver and we wanted to ensure we celebrated the launch on premium, impactful sites. The Connolly Gallery is an ideal format to stand out in a high footfall environment, supported with high impact Digital Bridges and Digital 48 Sheets and driving frequency & coverage with T-Sides. This campaign is a superb start to an ambitious year for Toyota who have closed out 2021, 2022 and now 2023 as Ireland’s #1 best-selling car brand.’
Zoë Bradley, Head of Marketing Communications and Corporate Affairs at Toyota Ireland remarks ‘Our new Toyota C-HR Hybrid Electric not only reduces harmful emissions as we make the move from diesel but also is a knockout and visually stunning addition to our Hybrid Electric range – Toyota has Ireland’s widest range for the third year in a row is Ireland’s favourite car brand.’
Out of Home is the most natural environment to gain the attention of car drivers. The latest TGI survey finds that a third of Dubliners who intend to change their car in the next two years are heavily exposed to OOH (travel 9+ hours per week) leading to 78% of them having seen some form of OOH advertising in the past week.
Dubliners Continue to lose the Most Time to Rush Hour Traffic of any City
In 2023, Dublin drivers experienced some of the worst levels of congestion in the world. We lost the most time to traffic at peak hours of any city in the index: 158 hours over the course of the year, to be exact. At 66% our congestion level is also the highest. This is the average additional time (in percent) lost to traffic, compared to driving in free-flow conditions. Dublin is also the world’s 2nd slowest city to drive in, behind only London, with an average speed in morning and evening rush hours of just 16 km/h. Dublin’s ranking was worse than large cities such as Toronto (Canada), Milan (Italy), Bengaluru (India) and Brussels (Belgium).
Covering 387 cities across 55 countries on 6 continents, the TomTom Traffic Index measures cities around the world by their average travel time.
The average driver in the city spent over 295 hours commuting last year. That’s more than an hour per working day traveling, with about half of that time being the result of suboptimal traffic flow. The time drivers spent in congestion would have been enough to read 59 books. Let’s hope they had audiobooks.
The overall average 10 km trip in Dublin’s city centre took 29 minutes 30 seconds, one minute longer than in 2022 and nearly three minutes more than in 2021. The worst rush hour was on Wednesdays 8 AM – 9 AM when driving 10 km took on average: 41 min 30 s at 14 km/h which is 123% above the optimal travel time.