Toyota has launched a bunch of lovely promotional initiatives dedicated to its Prius Family (remember the search for the plural form of Prius or the launch of a dedicated hub www.toyotapriusprojects.com), and there’s no reason to stop this successful movement. Toyota Motor Sales U.S.A., Inc. has teamed up with Saatchi & Saatchi LA to develop the new fully-integrated campaign titled ‘The Game of Life with Prius c’ for the latest addition to the Prius Family. The new marketing effort, which is infused with youthful spirit, clearness and freshness, is targeted at urban dwellers of 20 or 30-something, who are considering the purchase of a functional and fuel-efficient urban vehicle (which might be the first car in their life) at an accessible price.
“The Prius c campaign acknowledges the fact that buying a car is a big decision, as well as a new experience for many in this demographic. We wanted to give our customers something entertaining and engaging, yet familiar, they could identify with while introducing a vehicle to help them navigate this exciting new chapter in their lives,” commented Bill Fay, group vice president, marketing, Toyota.
To highlight the lightweight and urban nature of the new car (by the way, the ‘c’ letter in the name of the model represents ‘city’), the creative team built the campaign around the well-known childhood game ‘The Game Of LIFE,’ which also mirrors the vehicle’s key characteristics—fun and easy to use—and evokes sweet memories about the time when we were kids. Since the target audience doesn’t spend much time in one place, the campaign is offering appealing visual content which is easy to read, watch, share and get engaged on each of ‘The Game of Life with Prius c’ platforms including print, digital, out-of-home, as well as upcoming lifestyle events, music festival activations and ride and drive experiences.
The campaign includes two vivid humorous TVCs ‘Malti-poo’ (aired on national TV on March 12) and ‘Dolphin Tattoo’ (on March 19), which related to the iconic board game and revoke nice feelings. The campaign also includes the game-themed elements for digital platform—for instance, “‘Spin the Wheel’ ad units will allow users to spin the familiar color-blocked game wheel to see how Prius c’s features can help them overcome some of life’s dilemmas,” says the press release. The promotion is also launching on YouTube, Facebook, Amazon.com, Hype Machine, Pandora and Hulu and more to drive better consumer engagement with such elements as custom Prius c badges, free apps or Google map tool (to arrive later in March) among others.
Visitors to the Toyota USA YouTube channel are able to watch a series of informational spots, which are exploring tech side of the car as well as offering them dealership tips and financial advice. For more information about the model visit www.toyota.com/priusc, where you can choose a colour of a car and get inside it to learn about the technology used to boost driving experience.