We decided to create an activation campaign for the Toyota Prius. We created an event at two of the largest shopping malls in Brazil, in the two largest cities: Sao Paulo and Rio de Janeiro. In a country that is passionate about auto racing, with three world champions in Formula 1 (Fittipaldi, Piquet e Senna), the idea was to create a technological and innovative slot car race track, the Toyota Prius Challenge. Just like in the hybrid technology of the Toyota Prius, the race cars were also moved by two motors: electricity (the car’s motor) and cerebral waves (to move the motor). Alongside the race track, we created an event where we displayed the car, offered test drives and explanatory videos on the hybrid technology of the Toyota Prius, showing the advantages of having a car such as this one in big cities.

Since the Prius is a product of the highest technology, we needed to surround ourselves with high-end technology. We hired a company that specializes in neurotechnology in order to create a hybrid slot car race track that would use the brain and electricity. We used a product called ‘neurosky’ to capture electrical currents developed in the encephalon from sensors attached to the scalp. The sensors identified a pattern of data from the electrical currents. An app was developed to interpret this data and send commands of acceleration and impulse to the race car according to the person’s blinking pattern. Sensors were installed at the finish line to measure the number of laps and time. The slot car race track was installed in areas of great flow of people in the largest shopping malls in Sao Paulo and Rio de Janeiro, where over 340 thousand people were impacted in loco.

• 340 thousand people were impacted in loco.

• The hybrid technology of the Toyota Prius and its advantages was understood by Brazilians.

• The test drives for the Toyota Prius increased 357% in dealerships

• Sales increased 2,5 times - an actual increase of 134%

• US$ 1,1 million in earned media, equivalent to 4,6 times the investment made.