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Early adopter engagement

Toyota Hybrid technology

Created the global strategy for a campaign to educate and excite early adopters about Prius Plug-in Hybrid technology (FWA Award, D&AD Annual).

Toyota’s main objective was to overcome the anxiety associated with electric cars that their batteries will run out and you'll be left stranded. The Prius Plug-in Hybrid overcomes this worry by combining the benefits of both electric and petrol hybrid engines.  

This first of its kind website creates an immersive, personalised experience based on your everyday driving habits. The Toyota Prius Plug-in Hybrid website takes viewers on a journey to discover how electric and petrol hybrid technology can make a real difference to your everyday drive. Using the latest Google Chrome technology it creates a simulation of your route using Google Streetview and Maps imagery, and calculates fuel economy, CO2 emissions and range statistics.

Early adopter engagement: Project
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