The all-new Prius is about to pull into mailboxes.

Can you be grounded in heritage and still be technologically edgy? Can you be earth-conscious and still wear an attitude? Can you be functional and still be breathtakingly beautiful? When you’re the all-new 2016 Prius, you most certainly can!


Nearly two decades after introducing America to the benefits of hybrid technology—and selling over two million vehicles—this iconic 4th-generation model features a futuristic design with modern, striking lines, and standard Bi-LED headlights, a double-wishbone rear suspension, a lower center of gravity for dramatically improved handling—not to mention the very latest in technology.


Our marketing objective for this scintillating vehicle launch is threefold:

  • To increase purchase consideration amongst new shoppers
  • To maintain hybrid leadership amongst current hybrid loyalists
  • To tout the Prius’ industry-leading advanced design and notable fuel economy


With a creative strategy that employs the metaphor of glossy magazine-style advertising, the work features mouth-watering imagery with concise captions—and wears an edgy, contemporary attitude.


In an effort to garner interest, we’ve been running teaser articles within our dealer and TDA newsletters. We’ve also pumped up the messaging for 2016 Prius within our dealer campaigns. Essentially, any reader that engages with these pieces is added to our launch send list.


With two emails and a microsite destination, our all-new 2016 Prius launch is poised for takeoff with a target strategy that’s just as sharp. An initial email hits the mailboxes of the most receptive customers, who are identified through previous purchase or click behavior, then we send a timely, relevant follow-up with consumers who engage with that initial email.


The Prius launch is poised to follow in the wake of some of our most effective launch pieces. Looking to check out some of our past joint successes? Go to and click “Stories” on the top nav.


Get set for the all-new Prius campaign!