Prius Plug-in

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.

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