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Toyota
PRIUS LAUNCH - HARMONY INSTALLATIONS

RAN IN: United States

CLIENT
Toyota Motor Sales USA, Inc.

Kim McCullough, Corporate Marketing Manager
Tim Morrison, Corporate Marketing Manager
Dionne Colvin, National Advertising & Strategic Planning Manager

AGENCY
Saatchi & Saatchi LA *Lead Agency

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


Greenroad Media


MacDonald Media


SUMMARY

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.

CASE STUDY

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CASE VIDEO


Hero Medium: OOH

Medium Featured On Video: Interactive, OOH, PR, Consumer Involvement

Audience: Launch or relaunch a brand/product,Speak to brand influencers

Type: Business to Consumer

Classification: Regional

Language: English