Cannes Lions

TOYOTA PRIUS

SAATCHI & SAATCHI LOS ANGELES, Los Angeles / TOYOTA / 2004

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In this online execution, users of Mapquest’s driving directions service discovered how much money they could save if they drove a Prius. For each list of directions generated, a dollar amount would appear at the bottom of the page indicating the gas money saved if the distance were driven in a Prius instead of the average car. A total savings running tab from all driving direction inquiries was maintained on the Mapquest homepage to showcase the potential nationwide impact of the Prius.

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