PLANO, Texas, Sept. 3, 2019 /PRNewswire/ -- When the
Toyota Prius launched 20 years ago, it quickly became the
definition of hybrid. Twenty years later, the evolution of Prius
continued as Toyota proudly introduced the 2019 Prius with
available AWD-e, a first in its class.
Experience the interactive Multichannel News Release here:
https://www.multivu.com/players/English/8594551-toyota-2020-prius-its-unbelievable-campaign/
Now, the 2020 Toyota Prius campaign, titled "It's Unbelievable",
invites consumers to go more places, in more conditions, with the
capable and efficient hybrid that started it all.
"Prius is, once again, setting the bar for hybrid
sedans," said Ed Laukes, group
vice president, Toyota Marketing, Toyota Motor North America. "The
performance, versatility and technology in the 2020 Prius empowers
drivers to go anywhere, and the campaign lets consumers catch a
glimpse of what that freedom feels like."
The fully-integrated campaign was developed under Total Toyota
(T²), a cohesive marketing approach by Toyota agencies Saatchi
& Saatchi, Conill Advertising and Intertrend, with Zenith
placing the broadcast media buy.
Broadcast & Digital
The 30-second linear TV spots
highlight the versatility and new AWD-e system of the Prius
while empowering viewers to go places they never thought possible.
The two TV spots highlight the Prius' performance and versatility
in a humorous and endearing tone. In "To The Top", Olympic gold
medalist and Team Toyota athlete, Chloe
Kim, relies on a generous Prius driver to get her to the
(right) summit just in time for the competition. In "Recital", the
audience is reminded that a father won't let anything, including an
oversized runaway donut, stop him from putting his family's safety
first, and neither will his 2020 Prius. The spots were directed by
Noam Murro.
Social, digital video and in-cinema spots by Toyota's Hispanic
marketing partner, Conill Advertising, include "Snow", "Parking",
and "Highway" as the agency aims to demonstrate the key advanced
technology features of the vehicle. To promote the campaign to
East Asian and Asian Indian markets, Intertrend
created digital videos "Family Tree" and "Ingredient" that
infused relevant cultural insights to demonstrate the range and
all-wheel drive capability of the Prius.
The "It's Unbelievable" campaign also features a unique
digital partnership with The Weather Channel and AccuWeather
allowing targeted video spots to be delivered to an individual
based on current weather conditions at their location. The campaign
boasts an impressive nine unique digital spots, each in 15-second
and 6-second versions, to provide viewers with the most relevant
message possible.
Media Placements
The "It's Unbelievable" spots will
play across platforms such as Viacom Vantage, Warner Media, NBA,
NBCU, and a custom digital content partnership with CBS
Interactive. Digital video partners include Facebook, CBS, Hulu and
Hulu Latino, Amazon Advertising, ESPN, Great Big Story, Amobee,
Yahoo en Español, Pandora and more. Print will appear in books such
as Real Simple, Travel & Leisure, Bon Appetit,
Smithsonian, and Popular Mechanics, with exclusive
partnerships with National Geographic's "Adventure of a Lifetime"
content series and "Great Big Stories" custom video series. Social
partners include Pinterest, Snapchat, Twitter and Facebook.
Additionally, the spots will air in select theatres around the
country through partnerships with National Cinemedia and Screen
Vision Media.
The broadcast and digital spots are available for viewing here.
For images and credits, please click here.
About the 2020 Prius
On sale in the Fall, the 2020 Toyota Prius features a more
robust feature set than ever, with new capability thanks to
all-wheel drive and top-of-the-line Toyota safety technology making
this the most capable Prius yet.
- Standard Apple CarPlay and Amazon Alexa compatibility
- Safety Connect standard on all grades
For more information, visit http://www.toyota.com/prius.
About Toyota
Toyota (NYSE:TM) has been a part of the cultural fabric in the
U.S. and North America for more
than 60 years, and is committed to advancing sustainable,
next-generation mobility through our Toyota and Lexus
brands. During that time, Toyota has created a tremendous
value chain as our teams have contributed to world-class design,
engineering, and assembly of more than 38 million cars and trucks
in North America, where we have 14
manufacturing plants, 15 including our joint venture in
Alabama (10 in the U.S.), and
directly employ more than 47,000 people (over 36,000 in the
U.S.). Our 1,800 North American dealerships (nearly 1,500 in
the U.S.) sold 2.8 million cars and trucks (2.4 million in the
U.S.) in 2018.
Through the Start Your Impossible campaign, Toyota highlights
the way it partners with community, civic, academic and
governmental organizations to address our society's most pressing
mobility challenges. We believe that when people are free to move,
anything is possible. For more information about Toyota,
visit www.toyotanewsroom.com.
For customer inquiries, please call: 800-331-4331
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SOURCE Toyota