10 years have passed since Toyota introduced “Prius” . However, even though Prius has been successful as a flagship ecological car, people still have difficulty understanding the concept of a “hybrid car”.

The answer was 'TOYOTA PRIUS CHANNEL' . The campaign communicated Prius’s innovation through a unique Web experience. To create excitement around the product, two key CGM functions, video with comment function with the timeline and video sharing service, were also used.As a result, the campaign achieved 620,000PVs, 310,000UUs and 14,000 comment submissions that created significant buzz more than 10,000 comments through SNS and blogs.