The Toyota Prius, the world’s first mass-produced hybrid vehicle, went on sale in 1997 as an environmentally friendly car. However, many consumers were put off by the new look of the vehicle. A light-hearted driving adventure, with users riding alongside through online video travelogues and Windows Live Messenger, persuaded consumers to spend more time with the Toyota Prius.
Case Study: Toyota Prius | Media: MSN | Country: Japan | Sector: Automotive | Objective: Brand awareness, brand repositioning, purchase intent | Format: Rich media
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