TOYOTA PRIUS - MY FIRST CAR

OBSTACLE: Toyota threw us a curveball- transform perception of the Prius, unveiling its innovative new features to a savvy audience. To be honest, we were specifically asked to reveal the new Prius’s “unexpected sexiness”.

SOLUTION: Reintroduce Prius with “Unexpected Sexiness”

Not your typical car commercial. We teamed up with Steve Aoki for "My First Car," a journey into Aoki's world where he shared the wild tale of buying his first car with a tote bag full of crumpled cash.

Approach:

Our approach involved delving into Aoki’s personal connection to the Prius through authentic storytelling. By showcasing Aoki’s experiences and values, we craved a narrative that resonated with audiences seeking genuine connections and aspirational experiences.

Strategic Execution:

Celebrity Endorsement and multi-channel Engagement: Associating the Prius with Steve Aoki's image expanded brand perception and attracted attention from audiences outside traditional automotive demographics. Using Aoki’s reach extended the Prius’s visibility within his fanbase and broader audience segment.

Authentic Storytelling: Crafted a compelling narrative around Aoki's Prius experience, highlighting its impact on his career and lifestyle.

Product Showcase: Seamlessly integrated Prius features and innovations into Aoki's story, demonstrating the vehicle's allure and versatility.

Outcome:

The collaboration with Steve Aoki not only showcased the unexpected appeal of the Prius but also generated excitement and engagement among viewers previously unfamiliar with the vehicle. The campaign successfully repositioned the Prius as a symbol of style, innovation, and individuality.