The Prius campaign aimed to shift Hispanics' misperceptions around hybrids by showing the new vehicle's advanced features and capabilities. The 360 campaign featured an in Cinema launch video along with Digital and Social content. The launch was further supported by a social activation featuring social media influencer Scott Borrero.
The campaign was founded on a universal human truth: As we get older, we realize that our parents might not have all the right answers -- especially in today’s new age of technology. “The Forward Thinkers” are entering a period of their lives where they are forging their paths into adulthood. Toyota needed to reach these Millennials and convince them that a hybrid is worth the purchase, even if their parents didn’t understand it.
The iconic Toyota Prius was experiencing a decline in sales, share, and Hispanic contribution due to misperceptions about the vehicle. Many Hispanics believed that choosing a Prius meant sacrificing elements they loved about their gas vehicles: engine performance, power and body style. It was also widely assumed that a hybrid vehicle was more costly, from its retail price to general maintenance. The campaign aimed to shift Hispanics’ misperceptions around hybrid vehicles and slow down the decline in Prius’ sales by showing off its real value. With its advanced features and capabilities, the new Prius is not only the perfect hybrid for a younger generation of Hispanics, but also a pleasant surprise to older members of the family.