The campaign is trying to bring to people’s attention that, for the first time, a car company struck balance between needs of man and conserving nature, and that is by building the third-generation Prius.
The team behind the campaign went to Harmony Installation to help them reach out to the potential Prius buyers and send the message as better as possible, beginning with early July. Oversized solar flower sculptures with free Wi-Fi access will be placed in highly interactive areas such as public parks. Solar ventilation bus shelters will demonstrate how solar panels on Prius' available Solar Roof are designed to help cool the parked vehicle.
“Prius has emerged as a symbol of our time, empowering people to see how each individual can play a role in making the world a little bit better,” said Kim McCullough, corporate manager of marketing communications for TMS. “To launch the third-generation Prius, we’re bringing Prius’ eco-friendly technologies and optimistic spirit to the people where they live, work and play.”
For the digital part of the campaign, Toyota had also tried to reach social networking through Facebook, Twitter and HowStuffWorks and will kick off with MSN and Yahoo homepage takeovers on May 28 and June 15, respectively.
The TV, print and outdoor advertising were also aimed by the advertising agency. The first TV spot from the campaign, “Harmony,” was launched Monday, May 11, during the season finale of Castle on ABC, and will be followed by appearances in multiple season finales, including Lost on ABC and 30 Rock on NBC. The TV spot can be watched below.