Overview
I led a team that created a series of Toyota Prius Plug-in testemonials to create buzz and engagement around the first ever Prius Plug-in launch.
The Situation
Before Tesla and the idea of a plug-in car existed, and in the wake of a massively disruptive tidal wave, Toyota launched the Prius Plug-in. So how do you pre-sell a car that won't be available for a year due to supply chain disruptions? We needed to both assuage range anxiety and get potential consumers excited about buying this new type of Prius.
The Work
As part of the pre-order campaign, I led a team that created an informational site, the ability to track your car as it was being built, a constant contact and engagement campaign, and a Suite of 4 videos that turned test drivers into evangelists in beautiful video testimonials.
In addition, we created a Signature Series of car decals made by high profile artists and documented the process.
The Results
Not only did the Prius Plug-in pre-orders sell out, but the Plug-in also became the fastest selling hybrid car in America.