COUNTRY: JAPAN SeCTOR: AUTOMOTIVe
Toyota Prius takes
users along for the ride
The Toyota Prius, the world’s first mass-produced hybrid vehicle, went on sale
in 1997 as an environmentally friendly car. However, many consumers were put
off by the new look of the vehicle. A light-hearted driving adventure, with users
riding alongside through online video travelogues and Windows Live Messenger,
persuaded consumers to spend more time with the Toyota Prius.
KeY fACTS
ClIeNT:
Toyota
MedIA AgeNCY:
Delphys Inc
TARgeT AUdIeNCe:
All consumers
KeY ChANNelS:
MSN, Windows Live
Messenger
The Brief
l Educate the general public about the hybrid
nature of the Toyota Prius
l Drive greater engagement with the Prius
concept and brand.
“Out of all the various campaigns
we have been working on using the
web, this campaign for the Toyota
Prius was outstanding in terms of
the results we achieved.”
NORIKO TSUNOdA, Media Planning Group of
Communication Control Section, Toyota Advertising
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