• by John Lisko , June 6, 2011

Media Category: Media Innovation

Agency: Saatchi & Saatchi, L.A.Client:Toyota Prius

Campaign Title: "Harmony Installations"

Marketing Challenge: The introduction of the new 2010 model Prius could not have come at a more challenging time. The launch faced a declining automotive market, low gas prices, a quirky product image, increased sales volume and real hybrid competition for the first time.

With these challenges at hand, Prius needed to grow beyond early adopter-hybrid buyers and connect with mainstream consumers on an emotional level to shift Prius from the car you should buy to the car you want to own. Prius needed to become an Icon of Progress by representing people, product and the planet working together to create a better world.

Creative Solution: Prius Harmony Installations were a first-of-its-kind highway beautification program and a public art tour showcasing -- demonstrating harmony at its best.

Prius' audience was not defined by demographics. Instead we focused on understanding customer motivations, and connecting with them in meaningful and relevant ways. Prius consumers live eco- and tech-friendly lifestyles. They are optimistic, community-minded, and embrace innovation. By understanding this consumer, we identified key insights to fuel their imagination, spread happiness and share solutions.

The Prius core organizing idea was born ... "harmony between man, nature and machine," and enabled media and creative to bring the Harmony Installations to life.

Media Solution: Over 200 million Los Angeles and San Francisco drivers watched Prius bloom on the sides of their busiest highways when 20,000+ live seasonal flowers created nine distinct 30-foot x 60-foot roadside organic murals (a/k/a billboards). Local businesses were contracted to maintain the floralscapes, including the non-profit Los Angeles Conservation Corps, which provides training and education to at-risk youth. The partnership also included extensive cooperation between California government agencies, including Caltrans -- and the private sector. This never-been-done media idea illustrated the importance of believing "Nothing is Impossible."

In addition to the floralscapes, larger-than-life solar flower sculptures were part of the public spaces in the busiest areas of six major U.S. markets -- demonstrating a key product feature -- solar power. The sculptures served as "free hot spot" destinations, with bench-like seating, solar-powered charging stations and Wi-Fi access. Participation was amplified with social media encouraging fans to join the Prius Facebook page, sign up for Prius Harmony tweets and invite family and friends to upcoming solar flower tour stops. And to further enhance the tour, ventilated bus shelters using solar-powered cooling fans provided an added benefit to commuters.

Results: The Harmony Installations demonstrated a commitment to the environment, spread happiness and solutions to tens of millions of consumers, while delivering unprecedented and inspiring results:

• Exceeded PR goal by more than 5 times.

• Cumulative Prius campaign drove a 21% increase in mainstream buyers and led the hybrid category in all brand imagery metrics.

• Harmony floralscapes were selected by the Pasadena Museum of California Art to be placed in an exhibit highlighting advertising becoming art and inspiring culture.

All winners will be presented June 7 during the 2011 EFFIE Awards gala in New York.