Toyota Prius

Photo: Toyota

Saatchi and Saatchi LA traces its heritage to 1975 as the agency of record for Toyota Motor Sales, USA, the marketing, sales and customer service arm of Toyota in America. Oasis has executed a successful corporate image campaign for Toyota in the U.S. since 1993.

Prius was the focus of a recent corporate image campaign created by Oasis, highlighting Toyota Motor Corporation's global commitment to creating environmentally responsible vehicles. In one print ad, the Prius was described as "A car that sometimes runs on gas power and sometimes runs on electric power, from a company that always runs brain power."

Prius is the world's first mass-produced vehicle to use a combination of electric and gasoline power to boost fuel efficiency and dramatically lower exhaust emissions. A stylish, roomy four-door five-passenger sedan, Prius requires no charging stations, nor any change in consumer driving habits. With more than 34,000 sold in Japan, the Prius is already a commercial success.

As the Prius transitions from advanced technology to consumer product in North America, Toyota's marketing department recognized the need to combine messages about the car's environmental advantages with its desirability as everyday transportation. The outstanding capabilities of both advertising agencies led Toyota executives to adopt the unusual team approach.

(Feb. 17, 2000)