Automaker Toyota, along with its agency of record, Saatchi & Saatchi LA, launched the marketing campaign for the Prius c, the newest member of the Prius Family.
“The Game of Life with Prius c” demonstrates key vehicle attributes in a fun and approachable way that aims to appeal to first-time car buyers looking for a fuel-efficient and tech-savvy solution to their transportation needs, says the company.
Targeting city-dwelling millennials, the fully integrated campaign leverages a partnership with Hasbro and utilizes The Game Of LIFE across multiple mediums.
According to the company, the campaign embodies the youthful spirit of the vehicle and offers creative content that integrates this childhood game.
Digital media elements will utilize The Game Of LIFE imagery. The “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.
Digital programs, including those in partnership with YouTube, Facebook, Hype Machine, Pandora and Hulu, will leverage all digital screens—Web, mobile and tablet—to support the target audience’s media behavior.
Additional partner collaborations will feature first-of-their-kind executions, such as a mobile spinwheel integration with Urbanspoon, custom Prius c badges on BuzzFeed, and sponsored free apps available on Amazon.com for the Kindle Fire.
The Prius c YouTube landing page will greet users with a virtual board game where they’ll be able to interact with a series of videos offering tips and tricks on navigating life’s more daunting tasks, including:
Car Buying 101: George Basil teaches viewers how to get the most out of the dealership experience.
Wallet Wisdom: Danica McKellar of The Wonder Years fame provides financial advice in this series of videos.
Tech Talk with Nye: Featuring Bill Nye, these videos explore technology and other gadgets found inside Prius c.
Later in March, the YouTube page will also host a Prius c overview, Google map tool and more. Additionally, the “Meet the Prius c” vehicle configurator will allow users to customize their own Prius c in a variety of colors and trim levels through a series of uniquely choreographed videos.
“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,” said Bill Fay, group vice president, marketing, Toyota. “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.”
The all-new Prius c joins the Prius Family, which includes the third generation Prius, the Prius v and the Prius Plug-in Hybrid. The letter “c” in the Prius c moniker represents “city.”
It is designed to function as an urban-friendly vehicle with an engaging driving experience, accessible price, a city fuel economy rating of 53 mpg and available convenience and advanced in-car electronics features such as Entune technology. Prius c offers the highest city mpg rating of any vehicle without a plug, claims the company.
Announced Monday, March 12, the new campaign also includes broadcast, print, and out-of-home elements.