Prius Plug-in
Signature Series

The first ever Prius Plug-in was going to ship late due to the tsunami. So how do you keep consumers engaged when it's going to be a year before they get the car they pre-ordered?

To keep them engaged and to draw in a larger audience within the target demographic, we commissioned 4 artists - Geoff McFetridge, HunterGatherer, Aaron de la Cruz, and Joshua Davis - to create custom decals. We also convened the most active Prius users and gave them the opportunity to create a decal.

We then shot a video with each artist talking about their work, their process, and the Prius Plug-In.

The project was successful in meeting its goal of keeping pre-orderers engaged as well as expanding the Prius audience. Pre-order customers can order the custom decals for their own cars.

Made while I was a Creative Director at Saatchi and Saatchi LA.

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