The 3rd generation of Toyota’s Prius had to achieve ambitious sales goals against a foreboding backdrop - the worst automotive market in 40 years, rising competition and waning interest in hybrids. We needed a highly relevant way to reach a new mainstream target customer who is motivated by visual media and takes pleasure in sharing solutions that improve the world. Part urban beautification and part marketing; Toyota was the first company to participate in a new public-private program, installing nine Prius Floralscapes along California freeways. Each vivid roadside display was comprised of more than 20,000 living seasonal flowers and featured evocative Prius images. We used environmentally friendly methods and local businesses to install and maintain the nine Floralscapes; making permanent improvements to the right-of-way. We held a press conference with L.A.’s mayor to unveil the first-ever Floralscape. We used PR as a lever to achieve mass awareness, securing more than 36 million impressions with an editorial value exceeding $9.9 million—more than eight times media expenditures. Prius increased sales a whopping 45% over the prior year, exceeding its goal of increasing sales 20%.

Development:Created the Solar Flowers and Solar Ventilation Bus Shelters to be visually appealing and functional to a large number of visitorsSelecting Locations:Selected high-traffic locations to display the Solar Flowers in six major cities and Bus Shelters in fourOrganised logistics for the tour Social Media: Posted the events on the 3rd generation Prius Facebook pageConducted outreach via Twitter in each city Posted photos on Toyota’s Flickr siteDeveloped an online splash page for Wi-Fi, allowing users to join the Prius Facebook page and sign up for Prius Harmony tweetsPress Outreach:Outreach to national and local print, broadcast and online outlets, with a focus on environmental and automotive reportersReception:Hosted a reception for the unveiling of the San Francisco Solar Flowers to reach key tech and environmental media influencers

Business:Increased sales an astonishing 45% over the prior year, surpassing goal of increasing sales 20%21% increase in mainstream buyers; from 18% to 39%Awareness:More than 36 million impressions with an editorial value exceeding $9.9 million PR value equals more than eight times media expenditures for Harmony FloralscapesCoverage from mainstream outlets including local TV and radio, USA Today, LA Times and numerous blogs as well as trade outlets such as AdAge and Automotive News, even landscape architecture media Australian government studying Floralscapes as a model of green advertisingBrand Vibrancy:Hybrid category leadership in ALL brand imagery metrics, including TechAdvanced and InnovationBehaviour:200 million California motorists passed by the FloralscapesToyota and Caltrans received numerous “thank you” emails from happy motorists