Via Saatchi & Saatchi LA, Toyota launched its debut effort for the Prius c, the newest member of the Prius Family. “The Game of Life with Prius c” demos the car’s attributes in a partnership with Hasbro and utilizes the classic board game across multiple mediums.
“The Game of LIFE with Prius c” takes into consideration that its targeted young professional, urban-dwelling millennials shop and make purchase decisions differently than other generations of car buyers—so the effort uses visual tools and easy ways to share digestible information and collect opinions.
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 with iHeartRadio and Pandora.
Two TV spots, beginning with “Malti-poo” premiered 3/12 and are followed by “Dolphin Tattoo” 3/19. They feature bright colors and bold imagery evocative of the iconic board game. Both spots combine humor with product messaging and will air during network and cable shows such as Grey’s Anatomy, 30 Rock and The Simpsons, as well as programming on Bravo and ABC Family.
Digital will also 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. 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 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 innovative “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.
Toyota will also offer consumers a chance to get behind the wheel. The Prius c will be integrated into a number of lifestyle events, music festival activations and ride and drive experiences this year.
Print placement includes TIME, People, InStyle and Sports Illustrated. Digital elements will be integrated into portions of the print plan to reflect insights about the multi-tasking, “always on” nature of the Prius c target. In addition to these placements, OOH boards inviting consumers to “meet the Prius c” will be found in several markets.
