Toyota Prius taste driving

Toyota, the car company, used a PR strategy to provoke a debate and get more people in Japan to test drive its new Prius car model.

Campaign details

Advertiser: ToyotaBrand: ToyotaAgency: Dentsu Inc. Country: Japan

Business problem

The 4th "Prius", launched on December 9, 2015, features stunningly smooth drivability. The PR campaign goal was increasing the test-driving rate. However, Japanese men and women are known as the longest and hardest working people around the world and they are too busy to try out the Prius in their daily lives. In addition, we found out that most of them who had experienced driving a Prius had a view that its drivability is mediocre. Straight PR was definitely not going to...

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