Anyone who has played the board game Life knows you’re at the mercy of the spinning wheel. There’s also a bit of risk involved, such as opting for the “career” or college” path. The same could also be said about marketing a car like the 2013 Toyota Prius c.
In this case, the automaker took a rather risky and silly path to get the word out about the newest addition to the Toyota Prius family. The affordable and diminutive Toyota Prius c is targeted at city-dwelling, successful, and eco-conscious Gen-Yers who most likely played the board game Life a few times as a kid. The marketing campaign attempts to pull at the nostalgic heartstrings of those folks by using the Prius c acts as a game piece for Life.
Ever wonder what those human game pegs talk about during the game? Well, if they’re in a Prius c, they discuss doggie acupuncture and gluten-free sushi. The ad campaigns also include educational clips from Bill Nye the Science Guy, who explains Toyota’s Hybrid Synergy Drive and uses his murse to demonstrate the benefits of Toyota’s Smart Key System. Funny, we remember when he used to shill for GM's hybrid systems years ago...
While the marketing campaign has received mixed reviews around the office, there’s little doubt that the Toyota Prius c -- with a starting price of less than $20,000 and an EPA estimated 53 mpg in the city – will be another winner for Toyota. Check out Toyota's Youtube channel to see all the commericial spots.