After years of being a quirky eco-chariot for tree-huggers, the Prius was about to undergo a shocking transformation: it would look and perform more like a sports car, making it badass (you know, for a Prius). And it would need to be marketed that way.
SUPER BOWL LAUNCH
For the first time ever, we gave viewers the chance to affect Super Bowl spots in real time, all from the comfort of our 80-person war room. (Recognized by The One Show.)
Spotify doesn’t have any DJs. So we created one: "DJ Smooth Ride," who took to the Internet airwaves (Interwaves?) the day after the Super Bowl, replacing 24 hours of commercials with musical dedications to the "Prius Four" gang. Some examples:
Next, we launched Prius Prototypes: unique innovations that appeal to the target's cultural interests.
The world's first wind tunnel piano, showing off the Prius' record-breaking aerodynamics.
BIOMETRIC DRIVE, LASER ROOM & MAKING-OF
Biometric Drive debuted the first use of slow-motion "light stick" imagery fed by the driver's biometric feedback. Laser Room was built with high-powered lasers and dozens of precisely positioned mirrors. "Making-Of" videos took audiences further down the Prototypes rabbit hole.
VICE / CREATOR'S PROJECT PARTNERSHIP
Our challenge was to create an interactive art piece that could stand alongside works by famous installation artists. We wanted to use the Prius Piano but, ironically, the colored smoke made it extremely toxic. So we devised a less-deadly version and worked with the geniuses at Unit 9 to bring it to life. It turned out to be the most popular installation at the event.