May 2009
Toyota Motor Sales (USA), along with its advertising agency, Saatchi & Saatchi Los Angeles, has launched the marketing campaign titled ‘Harmony Between Man, Nature and Machine’ for the all-new 2010 Prius model.
The fully integrated marketing effort explains how consumers can get virtually everything they want for themselves in a car: advanced technology, extra power, space, safety and 50 miles per gallon fuel consumption - all with fewer smog-forming emissions.
The emphasis in the campaign is that an auto maker has found the balance between the needs of man and the needs of nature, by building the 3rd generation Prius.
Besides traditional publicity channels like television commercials, the campaign gains even more market penetration through innovative use of alternative channels like real-world installations, social networking and digital programs.
An example of real-world installations would be the what is referred to as ‘Harmony Installations’ which are oversized solar flower sculptures placed and solar ventilation bus shelters. The flower sculptures are located in high interaction areas like public parks and they offer free Wi-Fi access while serving as public seating and even charging stations for mobile phones and laptops. The bus shelters demonstrate how solar power could work on the Prius itself, powering a cooling system for commuters on a hot day through power drawn from its solar roof.
Flower sculptures and solar ventilation bus shelters will debut in early July this year, travelling to a half-dozen large cities across the U.S. over the summer and early fall and even select highways in California that too will boast billboards made of flowers, a first in the U.S.
“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.”
In looking on the Internet for getting in touch with consumers, Toyota is entering Facebook, Twitter and HowStuffWorks which are integrated with each other. Useful tools will be rolled out through them and they include a carbon emissions calculator, amongst others yet to be announced.
This digital portion of the campaign began with a series of highly successful events earlier this year, where the automaker invited online mavens to be the first to experience the new Prius.
Toyota will kick off the public digital campaign with MSN and Yahoo homepage takeovers on May 28 and June 15, respectively. The digital campaign includes a Prius experience site on www.toyota.com, a mobile website, innovative banners, site sponsorships and custom programs. A mobile campaign will begin this summer.
On the traditional ad channel front, the TV, print and outdoor advertising forge new visual ground for Toyota and establish an instantly recognizable Prius identity.
Commercials are directed by Hideaki Hosono, known as Mr Hide (pronounced hee-day), who is represented by production company the Sweet Shop. They employ a cinematic technique to depict the harmony between man, nature and machine wherein a utopian landscape of sub, clouds and rolling green grass is made of people moving in unison. These commercials are Hide’s first for the U.S. market. The first commercial titled ‘Harmony’ will premiere during the season finale of Castle on ABC, May 11, followed by presence in multiple season finales including Lost on ABC and 30 Rock on NBC. Prius commercials will also have cable presence on a number of networks including Discovery, Bravo, TNT, TBS and USA.
Print media highlights include thought-leader outlets such as Fast Company, Wired, TIME and The Week, along with mass-reach publications such as Better Homes and Gardens, People and Entertainment Weekly.
Prius will also make an appearance at popular events including the Summer Dew Tour, a number of music festivals and the Life Time Fitness Series Race to the Toyota Cup triathlons.
There have been three generations of Prius in the U.S. and Saatchi & Saatchi LA has launched them all, starting with the first-generation Prius in 2000. This is Saatchi & Saatchi LA Executive Creative Director Mike McKay’s first campaign on behalf of Toyota.
“With the new Prius, Toyota has improved upon an icon. They’ve added horsepower while increasing fuel economy and lowering emissions,” said McKay.
“Saatchi & Saatchi LA is taking that icon to the masses and advancing the idea of harmony between man, nature and machine. We’re doing it in ways that are as innovative as the Prius itself.”
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