The Prius is new and different. To some people this is a positive, enticing interest and encouraging exploration. To others, this can create a fear of the unknown.
This campaign encourages a test drive by talking about the features people most like and first notice about the car, such as fuel economy and silent take off. It also answers simple questions like, do I have to plug it in?
What we did
- creative strategy
- print campaign
- on-pump ads
