Toyota Prius taste driving

Toyota, the car company, used a PR strategy to provoke a debate and get more people in Japan to test drive its new Prius car model.

Campaign details

Advertiser: Toyota Brand: Toyota Agency: Dentsu Inc. Country: Japan

Business problem

The 4th "Prius", launched on December 9, 2015, features stunningly smooth drivability. The PR campaign goal was increasing the test-driving rate. However, Japanese men and women are known as the longest and hardest working people around the world and