Lexus has turned to Lateral PR following a four-way pitch led by strategy director Doug Smith. The online debate will be launched in late summer using a Lexus-sponsored web forum. There will also be RSS feeds from other blog sites to gather opinions on the possible impacts of reducing petrol pollution.
Hybrid cars use petrol and electric-powered engines, making them more environmentally friendly than diesel or petrol-only engines.
Lexus hopes the debate will lead to an acceptance of hybrid technology and a shift in society akin to that caused by mobile phone technology in the past decade.
Lexus marketing manager Matt Button said: ‘We required a very specific understanding of what we wished to achieve as well as an inspired and creative approach. Lateral provided a very innovative approach.’
He added that Lexus will join the discussion and attempt to clear up misconceptions about the technology. But he insisted that there would be ‘an open and honest debate’ and that the site would not be overtly branded.