Tuesday, August 4, 2009

Extending the Brand Experience: Prius Flower Power

Extending the brand experience outside of traditional retail spaces can be a great way for brands to build brand awareness and reinforce key messages. Toyota has done a great job of doing just that with its solar flower campaign supporting the 3rd generation Prius.

Toyota is planting a number of 18 foot tall Shasta Daisies in major U.S. urban centres that function as benches where up to ten people can sit, relax, recharge their laptop and get free WiFi.

Powered by the sun, the giant flowers sport solar panels behind the petals and inside the stem, generating electricity to outlets mounted in the attached plastic benches.

The flower-power theme builds off their beautifully animated feel-good tv spot that epitomizes their positioning of “Harmony between Man, Nature, and Machine" Linking the flower idea to a functional benefit on board the 3rd generation Prius, the solar panels operate a ventilation system that helps cool the car. The solar panel runs an electric fan that draws outside air in, once the car’s interior temperature reaches (and exceeds) 68 degrees Fahrenheit.

A great brand building campaign that has already generated lots of press in New York and Boston, you can visit the flowers at the following cities:

• Chicago – Navy Pier – August 8 - August 22, 2009
• Seattle – Westlake Park – August 29 - September 7, 2009
• San Francisco – Yerba Buena Gardens – September 12 - September 27, 2009
• Los Angeles – The Americana – October 3 - October 18, 2009

You can also visit Prius on Facebook. Well done Toyota!

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