Prius Campaign - Early Returns

[Prius Team]

We have been planning to bring you some interesting information about the early returns on the Prius advertising. Why? Because we thought there was a lot of good debate about whether or not Toyota was on-target with the ads. The ads provoked some key questions:

• Does Toyota really understand its customers?
• Do they know how to make Prius more appealing to the mainstream?
• Don't they know that Prius doesn't need to be labelled as even more "green" than it is?

We feel compelled to argue that the answers to the above is yes, yes, and yes. And we can't stand it when you think we're out of touch.

There's more of this argument to come soon, but this first piece of news popped up today and we thought we'd reopen the discussion. Curious as to what the most-liked ad in the nation was during May? Take a guess.

Most Liked Ads

Doug Coleman
Prius Product Manager
Toyota Motor Sales, USA

[RodJo]

Originally Posted by Prius Team

We have been planning to bring you some interesting information about the early returns on the Prius advertising. Why? Because we thought there was a lot of good debate about whether or not Toyota was on-target with the ads. The ads provoked some key questions:

• Does Toyota really understand its customers?
• Do they know how to make Prius more appealing to the mainstream?
• Don't they know that Prius doesn't need to be labelled as even more "green" than it is?

We feel compelled to argue that the answers to the above is yes, yes, and yes. And we can't stand it when you think we're out of touch.

There's more of this argument to come soon, but this first piece of news popped up today and we thought we'd reopen the discussion. Curious as to what the most-liked ad in the nation was during May? Take a guess.

Most Liked Ads

I've said before that I like the Prius ads--to me they seem to fit. BUT I never said they were better than any Victoria's Secret ad.

It looks like Toyota knows what it is doing. Congrats.

[qbee42]

Cool. Good work.

Tom

[MaggieMay]

Excellent! It's great creative work!

[swich2mac]

Originally Posted by Prius Team

We have been planning to bring you some interesting information about the early returns on the Prius advertising. Why? Because we thought there was a lot of good debate about whether or not Toyota was on-target with the ads. The ads provoked some key questions:

• Does Toyota really understand its customers?
• Do they know how to make Prius more appealing to the mainstream?
• Don't they know that Prius doesn't need to be labelled as even more "green" than it is?

We feel compelled to argue that the answers to the above is yes, yes, and yes. And we can't stand it when you think we're out of touch.

There's more of this argument to come soon, but this first piece of news popped up today and we thought we'd reopen the discussion. Curious as to what the most-liked ad in the nation was during May? Take a guess.

Most Liked Ads

Doug Coleman
Prius Product Manager
Toyota Motor Sales, USA

Personally, I feel that the harmony ads are geared more towards the female and tree hugger demographical markets. Just my 2 cents!

[Tech_Guy]

The TV commercials that I've seen for the 2010 Prius really stress the "Green Factor". I hate to say it, but the main-stream economy here in the U.S. just is not there yet.

I think Toyota could run another TV Ad campaign and also market the Prius as a comfortable vehicle that could easily transport four people, with up-scale features of "premium" cars AND is very economical in terms of gas efficiency.

The 2010 Prius could easily appeal to more than one market segment.

Keith

[gofast]

I wish I was the Head of the Marketing department because I know I could do ten times better and I'm serious. I make a living as a Motivational speaker and a life coach. These adds say buy a Pruis, put a bumper sticker on that reads, Save the whales and go hug a tree. Give me 15 minutes on the phone and I tell you how to go main Stream with this amazing car.

[Danny]

Something must be critically wrong with their survey if the VS ad is ranked 5th

Interesting data: With a Likeability index of 171 the top-ranked Toyota Prius spot has proven to be about 70% better-liked than the average new commercial during the four-week period.

[Prius Team]

Originally Posted by Tech_Guy

The TV commercials that I've seen for the 2010 Prius really stress the "Green Factor". I hate to say it, but the main-stream economy here in the U.S. just is not there yet.

Actually, what we're trying to say is precisely that. The mainstream audience IS much more receptive to that message now. Many more people are actively shopping for products that are sustainable. Green is NOT a bad word, it just needs to be used in the right context - optimistically, not judgmentally. We think the early data shows the ads have achieved that.

Originally Posted by Tech_Guy

The 2010 Prius could easily appeal to more than one market segment.

Well, have to agree there!

Doug Coleman
Prius Product Manager
Toyota Motor Sales, USA

[PrincessPri]

Prius Team,

I think the ads are great but with the latest ad for the solar roof, do you think Toyota dropped the ball on this? We're hearing that only 7% of build is for this option.

I put a deposit for a Prius IV with SR at the dealer a month ago and just stopped by today to see when it would be in - I'm # 8 on the wait list but out of 28 Prius that they will be recieving this week only ONE is a Prius IV with SR option. The dealer also confirmed that the demand for this is greater than what was expected.

I would love to receive my Winter Grey with Gray interior before winter.

So do you think Toyota is going to amp up production on this?