THAT ONE'S FOR YOU

Flipping through a magazine, I was immediately attracted to this two-page spread because my first car was a Toyota. Over the years, I've grown very attached to my car, and even gave her a name -- Sophie. So, needless to say, the brand holds a special place in my heart.

But biases aside, I am impressed by this particular ad because, in its simplicity and clean layout, it communicates that there is a Prius for every personality and lifestyle. By recognizing that each consumer is unique and desires a distinctive way of representing him/herself, Toyota has unlocked an effective way to connect with consumers.

The company provides enough options to make each Prius distinctively unique, but not so many as to overwhelm and confuse potential buyers. The manner in which the four lifestyles are portrayed – with modular, lego-like pieces – further emphasizes the message of customization. Furthermore, I find the color scheme of the ad appropriate: green speaks to environmental sustainability, while different shades of blue evoke a sense of cleanliness and high technology.

According to Clotaire Rapaille, Americans derive a strong sense of identity from their cars. If this is true, then Toyota’s Prius Goes Plural campaign is definitely “on code.” The message here is that you do not have to be a “hippie” to enjoy the Prius technology. No matter your lifestyle, you can still be a part of the club. This campaign is a clever way to attract consumers who may not have been interested in the first generation Prius; it makes the Prius more approachable.