Toyota DM RANDOM ACTS OF PRIUS by M&C Saatchi Los Angeles

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Industry Cars
Media Direct marketing
Market United States
Agency M&C Saatchi Los Angeles
Executive Creative Director Mike Mckay
Creative Director Scott Huebscher
Art Director Chris Peel, Lindsey Montague
Copywriter Elizabeth Alexander, Chelsea Dubois
Released October 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Product/Service: PRIUS
Date of First Appearance: Oct 5 2009 12:00AM
Entrant Company: SAATCHI & SAATCHI LA, USA
Entry URL:
Executive Creative Director: Mike McKay (Saatchi & Saatchi LA)
Creative Director: Scott Huebscher (Saatchi & Saatchi LA)
Art Director: Lindsey Montague (Saatchi & Saatchi LA)
Art Director: Chris Peel (Saatchi & Saatchi LA)
Copywriter: Elizabeth Alexander (Saatchi & Saatchi LA)
Copywriter: Chelsea DuBois (Saatchi & Saatchi LA)
Director of Integrated Production: Tanya LeSieur (Saatchi & Saatchi LA)
Senior Interactive Producer: Shirra Hirschfeld (Saatchi & Saatchi LA)
Senior Interactive Producer: Gillian Pothier (Saatchi & Saatchi LA)
Account Director: Steven Davis (Saatchi & Saatchi LA)
Production Company: n/a (Context Optional)
Media placement: application - Facebook - 05/10/2009
Media placement: banner ads - Facebook - 07/10/2009

Describe the brief/objective of the direct campaign.
The goal was to engage a broader audience on facebook beyond self-proclaimed Prius enthusiasts and existing owners to the wider demographic of optimists, leaders, and the eco-minded. The campaign strategy was to spread optimism using the Prius as an icon for progress.

Explain why the creative execution was relevant to the product or service.
The Prius is an eco-innovation that has an inspirational effect on those around it. Driving a Prius is one thing you can do to make the world a better place, and we wanted to give our target a tool to help them do more to positively impact the world. We chose to position the application of Facebook because our target is tech-savvy, and loves to participate in social media. Random Acts of Prius is a unique experience that continues on beyond one simple and forgettable engagement; it is an ongoing program that maintains the connection for a full year.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created Random Acts of Prius an application that gives users daily suggestions of little things they can do to make the world a better place, and shows how together they make a big difference. Not having a heavy media push, we knew this would have to spread virally. We built in the ability to invite friends to participate in the application, send specific random acts to friends, and publish your participation to your newsfeed, in order to spread the word to the masses.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Without a large media push driving the application, it spread virally through newsfeeds delivering impressions at exponential rates. Those who opted in to the application automatically received daily notifications of each new random act, delivering multiple opportunities to return to the page. As a result, thousands of random acts are being completed, with the number, and the global impact, continually growing. The Prius page has seen a large growth in it’s fan base, especially among those not typically interested in cars, but happy to stand behind what Prius represents.