Even though Prius is the world's best-selling hybrid, people are stumped by its Plug-in counterpart. Do I have to plug it in? Does it use gas? What do I feed it? Our brief was to put those FAQs to rest.
We kicked the campaign off with a TV spot.
As a social campaign, we found a real Uber driver and gave him the Prius Plug-in for a day. Then we sent him on a mission across San Francisco to pick up passengers - including a scientist and an auto specialist - who taught him about his new ride. The journey was captured through 3,000 still images and stitched together into an interactive hyperlapse video.
rich media extension
These RM units synced the hyperlapse video to overlays with bonus content and info. They ran on Facebook, web and mobile.