TOYOTA
Bring to life the Pruis Story, tailored to each Customer's Life Stage.
Creative Director
There's a Prius for Everyone.
Toyota debuted the Prius Family .with in a unique two story space at the North American International Auto Show in Detroit.
The space encourages exploration and exposure to the Prius Family through simple discovery and a unique, fun engagements that needed to communicate that there is a Prius for everyone
The gamified experience consisted of 3 mechanisms that allowed Toyota to match a Prius with each customer’s current lifestyle and life stage needs.
Attract
iPad stands sprinkled around the space at ground level attracted people to the two-story exhibit. Teaser films played looped eye-catching visual call to actions to explore the game.
The physical space was created with the digital interactions in mind.
A maze was created in odd angles, certain paths led to stairs...all designed to have people look in a particular direction, where Prius messaging awaited, or make a choice via touch.
Each interaction and game mechanic was tracked and prompted people one step closer to being matched with a Prius.
Case Study Videos
Multi-Touch Content Experience
Another engagement was the Toyota iWall: A large-scale multi-touch screen interaction consisting of three side-by-side, 82” multi-touch LCD screens.
The iWall was the largest digital multi-touch installation ever seen at the North American International Auto Show in Detroit. It allows people to explore videos, photos and custom content through a larger-than-life, interactive surface