Toyota Promo, Case study HARMONY INSTALLATIONS

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Industry Cars
Media Promo & PR, Case study
Released July 2012

Credits & Description

Category: Best Use of Live Events and or Celebrity endorsement
Advertiser: TOYOTA
Product/Service: PRIUS
Corporate Manager, Marketing Communications: Kim McCullough (Toyota Motor Sales, U.S.A.)
National Manager, Toyota and Lexus Division Communications: Joe Tetherow (Toyota Motor Sales, U.S.A.)
Manager, Toyota Division Communications: Greg Thome (Toyota Motor Sales, U.S.A.)
Executive Creative Director: Mike McKay (Saatchi & Saatchi LA)
Creative Director: Andrew Christou (Saatchi & Saatchi LA)
Integrated Design Creative Director: Ryan Jacobs (Saatchi & Saatchi LA)
Associate Creative Director/Art Director: Kelly Kliebe (Saatchi & Saatchi LA)
Art Director: Lindsey Montague (Saatchi & Saatchi LA)
Art Director (bus shelters only): Nick Luckett (Saatchi & Saatchi LA)
Copywriter: Shannon Wilch (Saatchi & Saatchi LA)
Copywriter (solar flowers only): Chelsea DuBois (Saatchi & Saatchi LA)
Copywriter (solar flowers only): Elizabeth Alexander (Saatchi & Saatchi LA)
Director of Integrated Productions/Multimedia: Tanya LeSieur (Saatchi & Saatchi LA)
Art Producer: Kristina Hicks (Saatchi & Saatchi LA)
Print Producer (bus shelters only): Gloria Olegario (Saatchi & Saatchi LA)
Executive Media Director: John Lisko (Saatchi & Saatchi LA)
Media Director: Samantha Johnson (Saatchi & Saatchi LA)
Associate Media Director: Nicole Scandaliato (Saatchi & Saatchi LA)
Account Director: Marisstella Marinkovic (Saatchi & Saatchi LA)
Public Relations Manager: Erin Poole (Saatchi & Saatchi LA)
Media placement: Ambient Media (Solar Flowers) - Boston - Prudential Plaza - 8 July 2009
Media placement: Traditional Media (Bus Shelters) - Boston - Prudential Plaza - 8 July 2009

Summary of the Campaign
The 3rd generation of Toyota’s Prius had to achieve ambitious sales goals against a foreboding backdrop-the worst automotive market in 40 years, rising competition and waning interest in hybrids. We needed a highly relevant way to reach a new mainstream target customer who is motivated by visual media and takes pleasure in sharing solutions that improve the world. With "Harmony Installations" we took the Prius’ optimistic spirit and solar technology directly to the people where they live, work and play. We placed oversized "Solar Flower" sculptures up to 18 feet high in major cities. They served as outdoor "hot spot" destinations with seating, solar-powered charging stations and free Wi-Fi access. To demonstrate Prius’ Solar Powered Ventilation System, we installed "Solar Ventilation" bus shelters with solar panels on the roof that helped run fans to cool waiting bus riders. We conducted extensive social media and PR outreach to reach influencers and achieve mass awareness for the campaign. We achieved 250 million impressions with an editorial value of more than $16.8 million, more than 16 times media expenditures. Prius exceeded its sales goals – increasing sales a whopping 45% over the prior year, exceeding our goal of increasing sales 20%.

The Goal
Business: Generate a 20% increase in sales, while the industry-average nameplate was experiencing a 37% drop in sales Awareness: Generate PR value at least doubling media expenditures for the Harmony Installations Brand Vibrancy: Help the Prius brand blossom with the mainstream customer by building associations of innovation, sustainability and community goodwill Research: We identified a new, more mainstream Prius target we called Ecomodernists. Ever the optimists, Ecomodernists take pride and pleasure in leading eco- and tech-friendly lifestyles. They are highly visual and seek out and share ideas that will have a positive impact on the world.

Business: Increased sales an astonishing 45% over the prior year 21% increase in mainstream buyers; from 18% to 39% Awareness: More than 250 million impressions with an editorial value of more than $16.8 million PR value equaled 16 times media expenditures for Harmony Installations Achieved mass reach through coverage in FOX News, Fast Company, Wall Street Journal, The New York Times, Boston Globe and local TV stations Brand Vibrancy: Hybrid category leadership in ALL brand imagery metrics, including TechAdvanced and Innovation Behavior: More than 400,000 visitors experienced the solar flowers Of those using the technology, 80% used Wi-Fi and 15% recharged mobile devices Almost 300 users shared their experience through social networking, Facebook and Twitter share A New York City band utilised the solar power for an impromptu concert; the YouTube video has received almost 700 views to date

Development: Created the Solar Flowers and Solar Ventilation Bus Shelters to be visually appealing and functional to a large number of visitors Selecting Locations: Selected high-traffic locations to display the Solar Flowers in six major cities and Bus Shelters in four Organised logistics for the tour Social Media: Posted the events on the 3rd generation Prius Facebook page Conducted outreach via Twitter in each city Posted photos on Toyota’s Flickr site Developed an online splash page for Wi-Fi, allowing users to join the Prius Facebook page and sign up for Prius Harmony tweets Press Outreach: Outreach to national and local print, broadcast and online outlets, with a focus on environmental and automotive reporters Reception: Hosted a reception for the unveiling of the San Francisco Solar Flowers to reach key tech and environmental media influencers

The Situation
Prius had historically been the hybrid of choice for eco-conscious consumers. As demand for hybrids increased, Toyota ramped up production and planned to take the vehicle mainstream. Prior to its introduction, however, the economic collapse created the worst automotive market in 40 years. In addition, Prius was battling increased competition from other manufacturers’ new hybrid offerings. If that weren’t daunting enough, gas prices were trending downward and taking customer interest in highly fuel-efficient hybrids down with them. An ordinary launch campaign using traditional media alone wouldn’t suffice. We needed to extend the buzz and awareness beyond the May campaign launch.

The Strategy
Overall: In our campaign "Harmony Between Man, Nature and Machine" we showcased Prius as a positive influence on people and nature — transforming the world for the better. To highlight Prius’ innovative technology, we placed oversized Solar Flower sculptures up to 18 feet high in six major cities. The sculptures served as outdoor "hot spot" destinations with seating for up to ten people each, solar-powered charging stations and free Wi-Fi access. Solar ventilation bus shelters featured solar panels on the roof that helped run fans to cool waiting bus riders, demonstrating Prius’ Solar Powered Ventilation System. Media Strategy: PR was the key to drive attendance in the six markets and generate mass awareness outside of them. We looked beyond local press to national, environmental, automotive and marketing media, targeting high-value outlets that would spawn countless more articles and blog posts. We used social media to reach influencers and extend the buzz.