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2011 BRONZE MEDIA INNOVATION - EXISTING CHANNEL
Toyota PRIUS LAUNCH - HARMONY INSTALLATIONS
RAN IN: United States
Toyota Motor Sales USA, Inc.
Kim McCullough, Corporate Marketing Manager Tim Morrison, Corporate Marketing Manager Dionne Colvin, National Advertising & Strategic Planning Manager
Mike McKay, Executive Creative Director Ryan Jacobs, Creative Director Sara Bamossy, Senior Account Planner Nicole Scandaliato, Communications Director Abbi Palmer, Media Supervisor Carla Tanchum, Account Executive Erin Poole, Public Relations Manager
Toyota launched an all-new Prius during the worst automotive market in 40 years, facing new "Prius Killers". Prior generations of Prius were synonymous with environmentalism, but now it was time to go mainstream and engage audiences in unique and innovative ways. This unprecedented and innovative outdoor campaign welcomed people to the joyful world of Prius and demonstrated Prius commitment to the environment by providing unique benefits to local businesses and communities. With traveling outdoor "harmony" installations and never-been-done-before media channels, Prius surpassed goal by 5 times initial expectations.
Hero Medium: OOH
Medium Featured On Video: Interactive, OOH, PR, Consumer Involvement
Audience: Launch or relaunch a brand/product,Speak to brand influencers