Toyota: Get Happy
EMBRACING THE JOY
Prius has long held the top spot as California’s best-selling car—leading in owner loyalty, with most drivers returning to the brand for their next vehicle. But with newcomers like Tesla, VW, and Honda entering the hybrid space, Toyota needed a campaign to remind drivers why Prius owners were the happiest.
Brand Awareness and Retention
Dealership Incentives
Reinforce Brand Values
SHINY HAPPY PEOPLE
For this whimsical campaign, I leaned into a playful aesthetic inspired by Prius’s vibrant colors and upbeat drivers. From bumper stickers to playlists, each touchpoint celebrated Prius driver’s unique spirit and loyalty—ultimately helping Prius hold its number one nameplate in CA.
ROLL:
Creative Direction, and Art Direction
Get Happy billboards were peppered up and down the California highways—a serendipitous message for commuters stuck in traffic.
In addition to a series of eye-catching online banners, we developed a number of curated posts with topical content like: “Top 10 Drivable California locations”.
During the campaign run, dealers and service centers gave out bumper stickers and Prius-shaped keychains. The QR code on the keychain gave access to an exclusive “happy”-themed Pandora playlist.
During the campaign run, dealers and service centers gave out bumper stickers and Prius-shaped keychains. The QR code on the keychain gave access to an exclusive “happy”-themed Pandora playlist.
