Turning Complex Innovation into Compelling Human Stories

How we helped Toyota translate its Human Support Robot and hydrogen innovation into compelling media stories that secured national, lifestyle and tech coverage.

Client challenge

Toyota sought to communicate two complex areas of innovation: its Human Support Robot (HSR), developed to assist individuals with mobility challenges, and its hydrogen fuel-cell vision, centred on the Toyota Mirai.

Both initiatives involved advanced technology and long-term societal ambition. The challenge was translating these technically sophisticated programmes into compelling, accessible stories that would resonate beyond specialist automotive media and reinforce Toyota’s commitment to human-centred and sustainable innovation.

Brief

Develop and deliver two integrated PR campaigns to communicate Toyota’s human-centric innovation and sustainable mobility vision. Specifically:

• Position Toyota’s HSR programme and its real-world potential in supporting people with mobility challenges

• Build understanding of Toyota’s hydrogen fuel-cell innovation through the Mirai, positioning it as a credible zero-emission mobility solution

• Secure high-quality coverage across UK national, lifestyle and technology media, supported by strong social media engagement, to strengthen reputation and thought leadership

Our solution

We designed two strategically aligned campaigns built around a single principle: making complex mobility innovation relatable and media-ready.

For HSR, we focused on real-world application, anchoring advanced robotics in a human story to demonstrate tangible societal benefit.

For Toyota’s hydrogen vision, we developed a creative concept that simplified fuel-cell technology into a visually engaging narrative, making sustainable mobility more accessible to mainstream audiences.

Across both initiatives, our role was to shape the strategic narrative, align stakeholders and ensure that technically sophisticated innovation could translate into compelling, credible media stories.

Delivery

Our team executed an integrated media relations and content programme across both campaigns.

Human Support Robot (HSR):

• Facilitated the UK’s first home trial of the Toyota HSR with a person living with Motor Neurone Disease

• Incorporated expert commentary from Toyota engineers and the MND Association

• Developed video and social media assets

• Conducted targeted media outreach across national, lifestyle and technology outlets

Mini Mirai:

• Designed and built a working 1/10th scale hydrogen fuel-cell model car in collaboration with specialist partners

• Produced hero film and behind-the-scenes content

• Coordinated media outreach around the mirrored model village and real-world Mirai drive

Across both initiatives, we managed logistics, production, media sell-in and stakeholder coordination to ensure consistent and technically accurate messaging.

Real outcomes, real impact

By translating advanced robotics and hydrogen fuel-cell technology into accessible, human-led narratives, we enabled Toyota’s innovation programmes to gain meaningful traction in national, lifestyle and technology media. The campaigns drove measurable increases in conversation around the Mirai, broadened coverage into specialist automotive outlets and demonstrated real-world application of complex technology - strengthening visibility for both Toyota’s assistive robotics and sustainable mobility initiatives.

Results in detail

Across both campaigns, the work delivered measurable national and lifestyle media visibility for Toyota’s robotics and hydrogen innovation programmes.

Human Support Robot (HSR):

• 89 pieces of coverage across UK national, lifestyle and technology media

• Increased visibility for Toyota’s HSR programme within national, lifestyle and technology media

• Demonstrated the real-world application of robotics in supporting individuals with mobility challenges

• Mini Mirai and Hydrogen Innovation:

Tier One coverage across 30 publications

• 18 million total reach

• 1 million+ social media impressions

• 57,000 engagements and 300,000+ video views

• 181% increase in online and social mentions of the Mirai during the campaign period

Together, these results demonstrated how complex mobility innovation can be reframed into compelling mainstream narratives - amplifying visibility for Toyota’s robotics and hydrogen programmes across national, lifestyle and technology media.