Do you remember playing "The Game of Life?" If so, then you may be delighted to know that Toyota is incorporating the classic Hasbro board game into a new advertising campaign for the 2012 Toyota Prius c.
Why "The Game of Life" specifically? The Toyota Prius c is an all-new subcompact hybrid that's aimed at the Millennial Generation - young professionals who are often in the midst of facing at least one of life's larger milestones, one of which is most certainly financing a new Toyota for the first time. In other words, the context of "The Game of Life" fits in perfectly when speaking to the vehicle's target demographic.
"The Prius c campaign acknowledges the fact that buying a car is a big decision, as well as a new experience for many in this demographic," confirms Bill Fay, group vice president, marketing, Toyota. "We wanted to give our customers something entertaining and engaging, yet familiar, they could identify with while introducing a vehicle to help them navigate this exciting new chapter in their lives."1
And in knowing that the Millennial Generation tends not to stick with any one medium in particular for too long, Toyota has opted to allow their new ad campaign to encompass a wide range of platforms. These include television, print, web, mobile, and even a series of real-life events to allow people to take a seat behind the wheel.
Of course, if the 53 mpg rating of the all-new Toyota Prius c already speaks more highly to you than any ad could, then we suggest taking it for a test drive. Capitol Toyota carries the all-new hatchback hybrid, and it's ready to be taken for a test drive, here at 783 Salem Industrial Drive Ne, Salem, OR, 97301.
Source: 1http://pressroom.toyota.com/releases/toyota+debuts+integrated+marketing+campaign+all-new+prius+c.htm
