Who Knew?
You did, of course.
You did, of course.
Even with monster gas prices, it's not easy to sell a Prius in the South and Mid-West. Yet given the distances that people in those states are often required to drive, a Prius makes a hell of a lot of sense. But there's a really important insight we discovered.
Nobody likes to be preached to.
So rather than take the uber rational approach of telling people all of the reasons that they were stupid for not driving a Prius, we flipped the model and allowed the consumer to reach that conclusion on their own. It was a much more respectful approach.
The campaign device was simple. Take a statement from the past that now seems laughable and juxtapose it with a misconception about the Prius, encouraging the viewer to become part of the smarter "in-crowd" who know better.
Maximizing the fairly limited budget through an incredible range of affordable outdoor, guerilla, and ambient media, every execution drove the audience to a website (www.thetruthaboutprius.com) where people could put all their misgivings to rest once and for all.
Street Installation on 6th Street in Austin, TX created for the SXSW Festival.
Electronic Outdoor Billboard
Blast text
Airport signage
Win a Prius at the Sugar Bowl - Halftime event at the Nokia Sugar Bowl. As fans enter the stadium they get a two sided flyer with instructions on how to play. At half the fans make paper airlines out of the flyer and then all at once throw their planes towards a small circle on the 50 yard line. Any fan who gets their plane inside the circle, wins a Prius.
CompUSA guerilla stunt
Jumbotron at Rnager Stadium in Arlington, Tx.
Pre-movie theater ads
Lightswitch plate stickers
