Toyota Prius + Prius Prime Launch

Brief

CHALLENGE - Prius’ iconic reputation is a double- edged sword.

AUDIENCE - Driven Dreamers + Avant Gardes: Millennials and young Gen-Xers that strike a careful balance between their unabashed individuality and their responsibilities toward a better future.

EMPATHY - Since Prius first arrived on the scene, the customer expectation has evolved from a clear priority on fuel efficiency to a vehicle that can do it all.

SPARK - The legendary hybrid reborn turns everything up

Creative Concept

NOT JUST REDESIGNED — REDEFINED

All vehicles get redesigned, but Prius has outdone itself. It’s redefined. It’s creating a world in which performance, handling, style and efficiency can all coexist rather nicely in the fast lane.

Launch - Email Deliverables

INTERACTIVE FEATURE - Never been done before in a Toyota email communication, users can magnify a redesigned aspect of the vehicle with this magnify approach

CTA BUTTONS - Additionally, call to action buttons drive users to highlighted features on Toyota.com