SOLAR TOUR by M&C Saatchi Los Angeles for Toyota

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SOLAR TOUR

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Industry Cars
Media Promo & PR, Case study
Market United States
Agency M&C Saatchi Los Angeles
Executive Creative Director Mike Mckay
Creative Director Andrew Christou
Account Supervisor Keith Ellis
Released July 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: TOYOTA
Product/Service: 3RD GENERATION PRIUS
Agency: SAATCHI & SAATCHI LA
Date of First Appearance: Jul 8 2009 12:00AM
Entrant Company: SAATCHI & SAATCHI LA, USA
Entry URL: http://www.toyota.com/prius-hybrid/solarflowers/
Corporate Manager Marketing Communications: Tim Morrison (Toyota Motor Sales USA)
National Marketing Manager: Doug Frisbie (Toyota Motor Sales USA)
Executive Communications Director: John Lisko (Saatchi & Saatchi LA)
Executive Creative Director: Mike McKay (Saatchi & Saatchi LA)
Communications Director: Samantha Johnson (Saatchi & Saatchi LA)
Creative Director: Andrew Christou (Saatchi & Saatchi LA)
Associate Communications Director: Nicole Scandaliato (Saatchi & Saatchi LA)
Communications Supervisor: Abbi Palmer (Saatchi & Saatchi LA)
Account Director: Marisstella Marinkovic (Saatchi & Saatchi LA)
Account Supervisor: Keith Ellis (Saatchi & Saatchi LA)
Account Executive: Carla Tanchum (Saatchi & Saatchi LA)
PR Manager: Erin Poole (Saatchi & Saatchi LA)
West Coast General Manager: Rick Robinson (MacDonald Media)
Media placement: Ambient Media - 5 Sculptures - Public Outdoor Spaces - 08/07/2009
Media placement: Outdoor Media - 5 Units - Bus Shelters - 08/07/2009
Media placement: Social Media - Facebook, Federated Media - 08/07/2009
Media placement: Digital Media - Log-In Splash Page - 8 July 2009

Results and Effectiveness
The idea was so inspiring people couldn’t stop talking about it. The six market tour generated extensive national and local results, including: • Connecting over 400,000 customers with Prius via public art • 80% of these customers used free Wi-Fi • 15% used the recharging technology • Users created personal experiences; a NYC city band used the sculptures as staging for their impromptu concert for 600 fans • 21% increase in mainstream-buyers; from 18% to 39%. • Hybrid category leadership in ALL brand imagery metrics, including TechAdvanced and Innovation • Over $16 million in PR editorial value was documented

Creative Execution
Create public art tour to showcase functioning solar-powered technology, a feature in the new Prius. Larger than life Solar Flower sculptures were created and placed in high traffic public spaces in Boston, NYC, Chicago, Los Angeles, San Francisco, and Seattle. The sculptures served as “free hot spot” destinations, providing seating, solar-powered charging stations and Wi-Fi access. An online destination page encouraged users at log-in to participate with the Prius brand. The web was a conduit to allow users to join the Prius Facebook page, sign up for Prius Harmony tweets and invite family and friends to upcoming tour stops. Integrating with social media enhanced the impact of the solar tour and connected two media motivations of the Prius target: sharing happiness and spreading information. To further enhance the tour, ventilated bus shelters using solar powered cooling fans provided an added benefit to commuters.

Insights, Strategy & the Idea
The objective was to shift Prius from the car you should buy to the car you want to own. Prius needed to grow beyond early adopter-hybrid buyers, and connect with mainstream customers to achieve the 2010 launch sales goals. The mainstream Prius target audience was not defined by demographics. Instead we focused on motivating Prius customers in meaningful and relevant ways. We learned Prius consumers take great pride and pleasure in leading eco-and tech-friendly lifestyles; they are optimistic, community-minded, comfortable using technology and embracing innovation. The unique insight comes directly from the core organising idea of “harmony between man, nature and machine”. The insight fuelled an idea to connect with the targets’ optimism, community-mindedness and eco-friendly lifestyle. Client relevance included generating momentum through PR and engagement with ideas as innovative as the Prius. Connecting the target in a relevant, eco-friendly way where they actively participate with Prius.