When Toyota was preparing to launch a new model of its revolutionary Prius hybrid car in 2007, it wanted a promotional campaign that not only captured the unique attributes of the car but would also be rolled out across almost 30 European countries.

Realisation was called in by the auto manufacturer to develop a pan-European, interactive screen network which would be used to educate customers about the Prius’ electric/petrol hybrid capabilities.

The interactive bit was key to its success, enabling customers to find relevant information about the Prius on their own, without the help of a salesman and without having to watch a long product video.

Asked in at the concept stage, we got stuck in, designing and sourcing the interactive screen solution to meet Toyota’s specific needs. We also created the content and managed the translation and production of 28 different language versions (complete with voiceover and translated, on-screen text) prior to installation in 1,500 showrooms.

To cap it all, we negotiated with Paramount Pictures for the rights to use the trailer for ‘An Inconvenient Truth’ as the attractor Loop for the programme, free of charge. This turned out to be a major factor in attracting customers’ attention to the programme and alerting them to why they should drive a Prius.

Realisation: putting fuel in Toyota’s digital signage tank.