Toyota Motor Sales along with its advertising agency Saatchi & Saatchi LA, today announced the official launch of its marketing campaign for the all-new 2010 Prius – “Harmony Between Man, Nature and Machine.”
This fully integrated marketing effort explains how consumers can get virtually everything they want for themselves in a car – advanced technology, extra power, space, safety and 50 miles per gallon – all while providing what nature craves most: fewer smog-forming emissions. The campaign emphasizes that, for the first time, a car company has struck a balance between the needs of man and nature – by building the third-generation Prius.
To reach potential Prius buyers, Toyota is incorporating useful tools to improve their everyday lives. Harmony Installations will bring to life the idea of harmony between man, nature and machine in cities across America:
- Oversized solar flower sculptures will be placed in highly interactive areas such as public parks. These sculptures, which include free Wi-Fi access, will serve as seating environments and charging stations for people to recharge their spirits as well as their mobile phones and laptops.
- Solar ventilation bus shelters will demonstrate how solar panels on Prius' available Solar Roof are designed to help cool the parked vehicle by providing a comfortable space for bus riders.
The flower sculptures and solar ventilation bus shelters will debut in early July and travel to a half-dozen large cities across the country over the summer and early fall. In addition, with Harmony “Floralscapes,” Prius will be “in full bloom” alongside select California highways, with living billboards made of flowers, a first in the U.S.