With the Toyota Mirai’s sole emission being water vapor, Toyota is using new “eco-billboard technology” to advertise its fuel cell vehicle in select California markets.
The eco-billboard technology was developed by PURETi Group, LLC and “uses a titanium dioxide coated vinyl to purify the surrounding air.” Nitrogen dioxide is converted to nitrate and removed from the air when oxygen reacts to this energized titanium dioxide catalyst. The purification system only requires light, humidity, and airflow over the titanium dioxide coating to work.
“Toyota consistently searches for new environmental technologies across all operations. When Clear Channel Outdoor Americas brought us the opportunity, we saw it as a perfect match,” said Mark Angelacos, advanced technology general manager for Toyota Motor North America, in a release. “This new campaign delivers Toyota Mirai’s ‘vehicle of change’ message on a medium that lives up to that promise.”
The Toyota Mirai eco-billboard campaign will feature 37 billboards in the Los Angeles and San Francisco markets and will run from April 3 to May 28 in conjunction with Clear Channel Outdoor Americas. Toyota says the billboards will create a total of 24,960 sq.-ft. of surface that can reverse the NOx equivalency of 5,285 vehicles over the course of a month. NOx contributes to acid rain and smog.
“We are pleased to offer our environmentally-conscious clients, like Toyota, an even more eco-friendly printed vinyl option for their Out-of-Home (OOH) media campaigns,” said Gene Leehan, executive vice president and senior regional president of Clear Channel Outdoor Americas. “This campaign marks a U.S. first for the use of this technology on OOH, and we look forward to making it available to other like-minded advertisers.”