Toyota's recently launched "city" variant of its hybrid Prius will be featured in a multi-pronged advertising campaign by Saatchi & Saatchi L.A. that focuses on games and fun in an effort to attract the Millennial Generation. The campaign combines a tie-in with Hasbro's Game of Life just like in the esteemed board game that dates back to 1860.
This will be launched across various platforms that include a pair of TV spots beginning this month as well as digital programming in partnership with Pandora, YouTube and Hulu, among others. Also ongoing is a novel vehicle configurator online for potential owners. It will also provide financing advice and plans for broad-based print and out-of-home spending.
Even if some may relate board games such as the Game of Life with an older generation, Toyota finds it suitable with the digital-savvy millennials. Strategic planning director Sara Bamossy for the Saatchi office related that their research revealed that their target group who are 25 to 35 years old sees "life as a game...not fun and frivolous, but purposeful."
In searching for a property, Toyota and the agency engaged Hasbro to license the campaign material. Bamossy stated that the agency found that many in the target demographic grew up playing the Life board game and that they view real life as a constant media stream of information. This target market also loves social games, Bamossy added.
One of the 30-second spots features a cartoonish take on Life. It is full of bright colors and simplistic, toy-like images called "Multi-poo." It will then be followed this month by a spot dubbed "Dolphin Tattoo." These spots will be shown on network TV shows "The Simpsons" and "30 Rock," among others.