Create a 24 sheet billboard which targets Male and Female drivers who have or believe they have a social conscience.
SMP: "Prius is the most environmentally friendly car in Australia."The Toyota Prius has a high-tech hybrid engine which uses up to 50% less fuel and generates up to 80% less emissions. Yet it still performs as well as a normal car.
Research
Background information
The Toyota Prius is environmentally friendly, which is the car’s main selling feature. It is fuel efficient to the last drop, and designed with power and performance in mind. The Prius is cleaner; more efficient, and therefore Australians can leave a smaller global footprint. “Drivers want fun and versatile vehicles that deliver more power, less fuel, and no compromise. The Toyota Prius and Yaris are two vehicles that have repeatedly demonstrated their abilities to do that” – Toyota.
What kinds of people buy the Toyota Prius?
Often people with higher income levels of above $100,000 will buy the Toyota Prius, and the main reason they select it is because what it says about them. People want to be seen as being more ‘green’ or ‘eco-friendly,’ therefore since that is what the Toyota Prius is all about it becomes the ideal car to select. “They want the image the Prius cultivates--technically advanced, thrifty, green--rather than the amenities of a more conventional luxury brand.”
Source
http://www.greencarreports.com/blog/1044525_buying-a-green-car-its-all-about-being-seen-being-green
http://www.toyota.com.au/prius
Previous Toyota Prius Print Advertisements
The following three advertisements were fitted with the tagline "Well at least he/she drives a Prius."
This campaign was not an official company ad of Toyota but rather the work of an unknown Art Director seeking a change from the stereotypical "holier-than-thou" Prius driver image. In each of the three ads, driving the Hybrid vehicle is the only honorable thing the driver is doing. The first showing the driver commiting adultery, the second desposing of a body and the third delving into prostitution, but all that is ok because.....they drive a Prius!
Other Print Advertisements explored by Toyota include the following which focus directly on the economic efficiency of the vehicle. In the first ad they explore the aspect of who needs petrol for power in a visual demonstrating benefits and challenging perceptions that the electric driven Prius does not have the power of that of petrol-driven cars. This advertisement strategically uses appraisal to inform readers that the Prius can still be good for the environment without compromising on performance.
The second ad demonstrates the fuel efficiency of the Prius. The idea was to show these gas pumps as if they where being interviewed demonstrating the fact that there was less need to refuel.
Toyota has also experimented with other forms of advertisement for the Prius:
Fuel Pump Tags
iPhone Application
Toyota have also released a new iPhone app that attempts to educate as well as advertise the features of the Prius car. It's main feature includes a Draw feature allowing you and your iPhone to interact with a large screen over in Times Square New York. When you have downloaded the application you load it up and draw on the screen. Your drawings are then thrown up on to the huge screen and mixed with the Prius. Other features of the Prius iPhone App include 360 degree views of the interior and exterior of the car along with interaction with the camera on the phone as well as a 10 level game.
Previous Toyota Prius Billboards
Other Toyota Billboards of interest
General Billboards of interest
We wanted to achieve a unique style of billboard which differed from what Toyota has previously explored. Here are some which we liked.
Previous Toyota Prius Television Advertisement
Concept
Throughout our very first meeting/group discussion we primarily began thinking about the environmental aspect of the Toyota Prius. We discussed colours as a basis of ideas for the environmental factor with colours of interest being of shades of green which is nastalgically represents this. Other colours included white for its crisp, clean and fresh notions and bright blues representing clear skies and cleanliness.
From this stemmed the idea of a contrast between the Prius and a non hybrid car showing the difference between the Prius compared to other pollutant vehicles. We came up with the idea of a divided page with half the car representing non hybrid vehicles and the front half representing the Prius. The back half would be in a smoggy, polluted, scenery with little life and the front of the car would be in an area that is clean, green and with large amounts of life.
We experimented with various ways we could go with this idea.
We concluded that the idea was usable but contained similar components of the ads already utilised by Toyota. We wanted something new, more simple and that had a more stylised angle. This idea was abandoned as other ideas progressed.
Other ideas we came up with were included the following:
The country scape being pulled along by the Prius.
We then came up with the idea of Prius creating a path of environmental growth as it zooms along the desolated road. It projects nature returning through the cracks in the wake of the Prius. We were happy with this angle also but wanted a more clean, simple, resolved design that was clever.
Mock Up
Chosen Idea
Our chosen idea was based on a billboard we found for Koleston natural hair colourant. It fit well with the idea of the Prius being environmental and at one with nature.
Sketches
Experimentation
Final Mock Ups
The prius image is die-cut in the billboard to capture the varying ambiant colours of nature through the different phases of the day and night. The billboards will be stategically placed in various natural environments as demonstrated below. Each billboard will have solar powered lighting so as the day draws to an end it will still be visable. We aimed at drawing people in with a clean, minimalistic and clever solution that is aestheically pleasing and environmentally inclusive. You can't get much closer to nature than nature itself.
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