Media > Use of Media
PRIUS GAS CALCULATOR
SAATCHI & SAATCHI LOS ANGELES, Los Angeles / TOYOTA / 2002
Awards:
Overview
Credits
Overview
Audience
Objectives:Reinforce that the Toyota Prius, a hybrid gas-electric vehicle, is the most intelligent, economic and environmental choice in automobiles.
CampaignDescription
Objectives:Reinforce that the Toyota Prius, a hybrid gas-electric vehicle, is the most intelligent, economic and environmental choice in automobiles. Execution:A gas savings calculator was permanently placed on the Internet’s two largest map/driving direction web sites, reaching consumers thinking about how far and how much they drive. Based on the distance searched, the gas savings calculator determined how much money the user could save by driving a Toyota Prius versus the average vehicle. The consumer could more accurately determine how much they would save per year based on their own vehicle by entering their model type and the type of driving they did. Result:Every user searching for driving directions immediately saw the impact on their wallets by driving Toyota’s hybrid Prius.The Toyota Prius ads reached 20.5% of the entire online population.Nearly 1.3MM consumers interacted with the Toyota Prius gas savings calculator.The Toyota Prius had a six-month waiting list before consumers received their vehicle. Idea:Constantly reinforce the economic savings of driving a Toyota Prius during a time when gasoline prices in the U.S. were at an all-time high.
Execution
Result:Every user searching for driving directions immediately saw the impact on their wallets by driving Toyota’s hybrid Prius.The Toyota Prius ads reached 20.5% of the entire online population.Nearly 1.3MM consumers interacted with the Toyota Prius gas savings calculator.The Toyota Prius had a six-month waiting list before consumers received their vehicle.
Idea
Idea:Constantly reinforce the economic savings of driving a Toyota Prius during a time when gasoline prices in the U.S. were at an all-time high.
MediaStrategy
Execution:A gas savings calculator was permanently placed on the Internet’s two largest map/driving direction web sites, reaching consumers thinking about how far and how much they drive. Based on the distance searched, the gas savings calculator determined how much money the user could save by driving a Toyota Prius versus the average vehicle. The consumer could more accurately determine how much they would save per year based on their own vehicle by entering their model type and the type of driving they did.
OtherCredits
Alexandra Fuentes Assistant Media Planner Saatchi & Saatchi Los AngelesPriya Verma Interactive Media Director Saatchi & Saatchi Los Angeles
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