The Web Marketing Association is proud to present this 2012 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.

SAATCHI & SAATCHI LA
PRIUS RECORDS

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Outstanding Website

The Toyota Prius has been a leader for the past decade, but with newcomers to the hybrid market, the Prius had to once again prove its superiority. The Nissan Leaf and Chevrolet Volt were plucking away at the Prius market with their electric power options. However, the brand had some great things going for it a passionate community of owners, and a dominating history, peppered with world records.

Born of those two things, Prius Records set to engage a wide-ranging online audience by setting 200 Universal Record Database (URDB) world records during two 10-hour live internet broadcasts. We used an intriguing and fun teaser video coupled with seeding and PR tactics to garner our audience, and the event went live on March 30th via ToyotaPriusProjects.com, URDB.org and the Prius Facebook page.

We sought to gain access as many internet subcultures as possible from animal enthusiasts to amateur magicians and the records set were designed to do just that. We had records that catered to cyclists, magicians, musicians, food bloggers, artists, basketball fans, jugglers and knitters, just to name a few.

We were also keen to pull conversation away from new competitors on the eco-friendly field. We wanted to rekindle the pride of our already passionate Prius audience, encouraging them to break whatever records we manage to set. And we sought to reach our goal of breaking at least two hundred records of two days without trick editing, faking it, or the use of performance enhancing steroids.

Along with ToyotaPriusProjects.com, Prius Records was designed to engage existing, vocal communities. Individual Records were executed with the specific purpose of catering to those specific audiences.

Contributors:

Executive Creative Director: Margaret Keene
Executive Creative Director: Chris Adams
Creative Director: Michael Tabtabai
ACD, Copywriter: Andy Kadin
Art Director: Daniel Shapiro
Copywriter: J.D. Beebe, Jonathan Pelleg, Scott Reedy, Adam Alshin
Designer: Abe Cortes
Director of Integrated Production/Multimedia: Tanya LeSieur
Production Company: 1st Ave Machine
Partner: URDB World Records

SAATCHI & SAATCHI LA

Location: USA