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,...

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