Toyota Promo, Case study PRIUS RECORDS by Saatchi & Saatchi New York

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PRIUS RECORDS

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Industry Cars
Media Promo & PR, Case study
Market United States
Agency Saatchi & Saatchi New York
Director Aaron Duffy
Executive Creative Director Margaret Midgett Keene, Chris Adams
Creative Director Michael Tabtabai
Art Director Daniel Shapiro
Copywriter Adam Alshin, Jd Beebe, Jonathan Pelleg, Scott Reedy
Designer Abe Cortes
Account Supervisor Keith Ellis
Released September 2012

Credits & Description

Category: Automotive and Transport
Advertiser: TOYOTA
Product/Service: TOYOTA PRIUS
Executive Creative Director: Margaret Keene, Chris Adams (Saatchi & Saatchi LA)
Creative Director: Michael Tabtabai (Saatchi & Saatchi LA)
ACD/Copywriter: Andy Kadin (Saatchi & Saatchi LA)
Art Director: Daniel Shapiro (Saatchi & Saatchi LA)
Copywriter: JD Beebe, Jonathan Pelleg, Scott Reedy, Adam Alshin (Saatchi & Saatchi LA)
Designer: Abe Cortes (Saatchi & Saatchi LA)
Director of Integrated Production/Multimedia: Tanya LeSieur (Saatchi & Saatchi LA)
Executive Interactive Producer: Melissa Eccles (Saatchi & Saatchi LA)
Integrated Producer: Megan Bettor (Saatchi & Saatchi LA)
Creative Technology Director: Christopher Kief (Saatchi & Saatchi LA)
Creative Technology Lead: Luke Grannis (Saatchi & Saatchi LA)
Creative Developer: Ian Coyle (Saatchi & Saatchi LA)
Project Manager: Raul Padilla (Saatchi & Saatchi LA)
Account Director: Marisstella Marinkovic (Saatchi & Saatchi LA)
Director: Aaron Duffy (1st Ave Machine)
Director & Editor: Mark Foster (1st Ave Machine)
Founder & President: Dan Rollman (URDB World Records)
Founder & Head of Technology: Corey Henderson (URDB World Records)
Music, Sound Design, Mix: - (Black Iris)
Account Supervisor: Keith Ellis (Saatchi & Saatchi LA)
Media placement: Online Display Media - WSJ.com - 30 March 2011
Media placement: Online Display Media - AutoWeek.com - 30 March 2011
Media placement: Online Display Media - BBC - 30 March 2011
Media placement: Online Display Media - Bleep! - 30 March 2011
Media placement: Online Display Media - Buzz Logic - 30 March 2011
Media placement: Online Display Media - Wired.com - 30 March 2011
Media placement: Online Display Media - CNET - 30 March 2011
Media placement: Online Display Media - HuffingtonPost.com - 30 March 2011
Media placement: Online Display Media - Jalopnik Jumpstart Automotive Media - 30 March 2011
Media placement: Online Display Media - USA Today.com - 30 March 2011

Summary of the Campaign
The Toyota Prius has been a leader for the past decade, but with newcomers to the hybrid market, the Prius had to once again prove its superiority. The brand had some great things going for it - a passionate community of owners, and a dominating history, peppered with world records.

Born of those two things, Prius Records set to engage a wide-ranging online audience by setting 200 URDB world records during two 10-hour live internet broadcasts. We used an intriguing and fun teaser video coupled with seeding and PR tactics to garner our audience, and the event went live on March 30th via ToyotaPriusProjects.com, URDB.org and the Prius Facebook page.

Two anchors, two roving correspondents, seven URDB officials and more than twenty skilled record-setters took the stage for two 10-hour, completely-live-on-the-internet days, ultimately setting 206 new world records.

It didn’t end there. Communications following the event directed fans to URDB.org/PriusRecords, which housed all 206 records just waiting to be made best. The event had only begun.

In the end, we garnered nearly 25 Million earned media impressions, articles in The New York Times, Forbes, Wired, Motor Trend and Mashable and new pool of Prius fans.

The Situation
For the first time in its 10-year lifespan, the Prius had actual competition. The Nissan Leaf and Chevrolet Volt were plucking away at the Prius market with their electric power options.

With three new models of Prius coming out in the next couple years and this new competition, the Prius needed to define its voice and attract the attention of a wider, even-more-engaged audience.

The Goal
We sought to gain access to as many internet subcultures as possible - from animal enthusiasts to amateur magicians – and the records set were designed to do just that. We were also keen to pull conversation away from new competitors on the eco-friendly field. We wanted to rekindle the pride of our already passionate Prius audience, encouraging them to break whatever records we manage to set. And we sought to reach our goal of breaking at least two hundred records of two days without trick editing, faking it, or the use of performance enhancing steroids.

The Strategy
Along with ToyotaPriusProjects.com, Prius Records was designed to engage existing, vocal communities. Individual Records were executed with the specific purpose of catering to those specific audiences. We had records that catered to cyclists, magicians, musicians, bloggers, artists, basketball fans, jugglers and knitters, just to name a few.

We invited bloggers and writers to attend the event, with the goal of bringing their communities along with them. And it worked.

Execution
We designed an amazing record-setting arena that contained four Prius vehicles. We cast 20 record setters from local improv groups as well as two anchors and two correspondents. They were linked via earpiece to a live TV truck operated by experienced live television producers and editors. The editors cut the records on-the-fly and posted them to URDB.org/PriusRecords so that fans could immediately get to beating them.

A social team pulled relevant Tweets, Facebook posts and emails to be incorporated into the event whenever possible. We also had a section on the Prius Projects site where users could choose from a set list of props to design their own records, which we set on the fly.

Each 10-hour non-stop day was programmed like a live television show. We had dedicated camera crews and judges for each vehicle and allotted times for breaks.

It all went exactly and shockingly to plan.

Documented Results
The event was picked up for coverage by a range of media including Mashable, Wired, BusinessWeek, Forbes and the New York Times. The buzz around the event alone garnered approaching 25 Million earned media impressions. Already, Prius people are posting their own attempts at breaking records and expanding the conversation into an interactive and social space. Thousands of feeds were viewed each day as the event was live, and several thousands more since the records have been posted on URDB.org. Praise has come through Twitter, Facebook and numerous Prius forums. Perhaps the most important result to Prius people, however, is that all the record breakers ended the trying two days in perfect health and all animals were well fed and kept happy.