Challenge :

Making the Prius be part of the consumer’s short list

Paid Media :

Substituting the normal gas filling locution « you’ve selected un-leaded fuel, thank you for your visit » by an ad-hoc Toyota Prius version :

« you’ve selected un-leaded fuel, if you had a Toyota Prius you would not hear this locution so many times, for more info please please ask for the Toyota folder at the gas station or in the closest Toyota dealership »

Results :

Sales increased over 292 % vs goal (source : Toyota)

Awareness increased + 441 % (source : IMOP)