How do you pre-sell a car that won't be available for a year?
We needed to both assuage range anxiety and get potential consumers excited about buying this new type of Prius.
As part of the pre-order campaign, we created an informational site, the ability to track your car as it was being built, a constant contact and engagement campaign, and a Suite of 4 videos that turned test drivers into evangelists in beautiful video testimonials.
In addition, we created a Signature Series of car decals made by high profile artists and documented the process.
It worked. Not only did the Prius Plug-in pre-orders sell out, but the Plug-in also became the fastest selling hybrid car in America.
Made while I was a Creative Director at Saatchi and Saatchi LA.