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Toyota launched its new national “FutureWow” ad campaign for the 2010 Prius yesterday.
The campaign, by Saatchi & Saatchi in Toronto includes TV, print and digital elements.
The TV spot—which features no dialogue and is thus easily adaptable for both French and English markets—features people whistling the Burt Bacharach song “What the World Needs Now.” Supers list some of the features of the new Prius before concluding with “the world needs more prius.”
Aside from broadcasts on major networks and a few specialty channels, the national campaign includes print ads in French and English dailies and in magazines, cinema advertising, and direct e-mailing.
“The e-mailing is addressed to ‘handraisers’ who asked to be on the mailing list during specialty shows, and to ‘Hybrid intenders,’ who showed a general interest in the Hybrids,” said Dawn Soulis, spokesperson for Toyota in Toronto.
The campaign also features an updated Prius.ca website also designed by Saatchi.
The site features the new third-generation Prius that “pops open” to reveal several of its component pieces. Visitors to the site are invited to reassemble the car to learn more about the key elements.
“The three key messages of our campaign are innovation and safety; quality and reliability; and serviceability and comfort,” said Soulis. Some notable new Prius features include a sun roof with solar panels, an Intelligent Parking Assist (IPA), and other innovations that represent more than 1,000 technology patents.
Fuel economy—a key element of the Prius—is now 3.8L/100km instead of 4.1L/100km (combining city and highway driving).
Toyota also tested its new model in Timmins, Ont. during winter. “This Prius is designed for Canadian winters,” said Soulis. “The Prius is really aimed at everyone, with no exceptions.”
Toyota has sold 15,000 Prius vehicles in Canada since its 2000 launch.
