Title: TOYOTA PRIUS LAUNCH. Client: Toyota New Zealand. Toyota’s ground breaking hybrid electric/petrol Prius is a natural match for the clean, green New Zealand car market. The primary audience of eco-conscious drivers tends to research vehicle purchases online, so a microsite was developed as the focal point of the Toyota New Zealand’s Prius campaign. Due to a limited budget, a limited number of available cars and even more limited availability of images, a highly graphic approach was used that concentrated on environmentally-conscious imagery with light-hearted, playful interactive elements. Subsequently, the initial New Zealand allocation of Priuses sold out shortly after launch, with future vehicles in high demand.