Toyota: Prius Car Configurator

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Toyota and Saatchi & Saatchi LA launched a YouTube-based car configurator for the Prius c model. The configurator includes tutorial videos for first time car buyers, including information on financial planning or buying from a dealership. There is also an MPG calculator and a little tool that lets you re-skin the car in a color of your choice. The tutorials are hosted by Danica McKeller and Bill Nye the Science Guy, popular figures for the '90s kids generation.

The target demo for the Prius c is young urban professionals, and the insight for the car configurator is that while they are too busy to check into Foursquare and such to 'unlock deals,' they are always on the hunt for helpful online tools that help them collect opinions about what to buy.

The configurator is part of a larger 'Game of Life' themed campaign for the Prius, which involves a partnership between the car company and Hasbro. Read about the effort on AdAge.com.

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