Toyota US recently launched a joint campaign with Hasbro in the form of the 'Game of Life'. The campaign is targeted at first time car buyers (25-35), and aims to raise awareness for the new Prius C focussing on 'fun and games'.
They've already launched TV Spots in the US, created by Saatchi and Saatchi.
To support this campaign, Saatchi and Saatchi have launched a YouTube based car-configurator. The interactive video app content aims to promote understanding of the new car model to the younger audience, breaking the traditional conventions of car websites.
There's a brief explanatory video below and you can also play with the actual configurator here.
Other than providing truly excellent interactive content, the car configurator provides a digitally savvy generation a new way to explore the car. On top of this, users are able to access tutorials on financial planning for buying a car, MPG fuel usage and how a car dealership works.
The tutorials are hosted by Danica McKeller and Bill Nye the Science Guy. These are popular figures for the American '90s kids generation and provide a humourous yet honest view on buying a car and what it entails.
For the socially savvy shopper, the configutator provides a useful online tool offering opinions to young shoppers before they buy in an engaging way. It could be argued that they are more likely to turn to friends/relatives for this kind of purchase advice, but this approach still packs a real punch for the Prius brand personality.