As the Toyota Prius uses much less fuel than a conventional vehicle, the owner's young daughter has never seen a petrol station before.

Awareness-raising activity announced the arrival of the new Prius and its amazing technology. This laid the foundation for supporting media, to speak to potential buyers in a much more specific, intimate way.

The launch of the new model Prius has been a huge success, particularly evident in its sales. The pre-set sales target was 150 units per month (Prius is a niche and therefore relatively low volume model). Those sales have been achieved, all available Australian stock has already been sold and there is currently a waiting list of four months.