Cannes Lions

PRIUS

ZENITHOPTIMEDIA, London / TOYOTA / 2003

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ZenithOptimedia were aware that Toyota's hybrid-technology car, the Prius, would be exempt from London's daily £5 Congestion Charge, but had underperformed in the UK for the past two years.ZenithOptimedia convinced Toyota to create its very own 'Prius Exempt' Day on the first day of the Congestion Charge.The team was responsible for: using a 'media' idea to turn sales from less than 60% of target to over 120%. Creating a solution that went beyond the definition of 'normal' media; turning a 'stunt' into an awareness campaign and turning a car (that few had heard of) into front page news.

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