Toyota links brand to Prius' green heritage

Developed by Saatchi & Saatchi on a global basis and adapted for local markets as required, the stylistically-shot TVC uses images of the environment, which link back to the environmentally-friendly hybrid synergy drive technology used by the Prius, in order to create a more effective brand communication with consumers.

"Our point of view was that the Prius is the perfect centrepoint for a dialogue with consumers about Toyota, and what Toyota as a company is doing," said Chris Fay, Saatchi & Saatchi Taiwan CEO.

"You take one step out, and you have an interesting dialogue about the hybrid synergy drive, and if you take another step out, you talk about Toyota."

Featuring the tagline 'moving forward', the burst is specifically timed to precede the Taiwan launch of the Prius, expected to take place in mid-March. The brand and product campaigns will overlap, with the branding component continuing over the next 12 months. The spot opens with shot of a well-heeled couple readying themselves for work, cutting to busy street shots, a ticking watch, and a crowded railway station. The crowd then disappears, and is replaced with the 'hybrid synergy drive' branding, allowing the spot to take on a different feel. The busy city is replaced with open fields, environmentally-friendly wind turbines, and children frolicking through the grass.

"What you see in the commercial is the point," said Fay.

"Our time doesn't stop, our use of energy doesn't stop, and where is all this headed? It's part of what you get when you have technology like the hybrid synergy drive, you're going to be using less oil, 80 per cent fewer emissions, and all of that will be explained in the Prius commercial."

In addition to terrestrial and cable TV, both components of the Taiwan campaign will incorporate significant executions in print, online and outdoor. Media planning and buying is being handled by ZenithOptimedia.

The Taiwan push coincides with an extensive PR and events campaign by Saatchis China for the Prius, which launched last month.

Aimed at affluent, professional consumers who are concerned about the environment, the different tact belies the need for a more focused approach to the China market, according to Saatchis Beijing CEO Charles Sampson.

"There has been nothing huge in terms of above-the-line, but it has been very targeted at those who are the early adopters of technology," he said.