Parts of the new Prius were drawn as anime characters, which are popular among young people. Famous illustrators designed the characters based on the functions and performance of the Prius. Getting to know the characters made it easy for young people to understand the features of the new Prius.

The promotion went on from January to March 2016.

It was first announced in news releases and newspaper advertisements.

Later, digital campaigns using SNS was implemented to further increase fans.

As fans were publicizing their original illustrations and songs, promotion measures that utilize fan support were implemented, such as sharing the contributions to Twitter, etc.

Website of Prius was accessed by more than 6 million people.

The campaign became Toyota's largest viral campaign in the world.

Number of young people visiting Toyota dealers increased by 30% and test drive also increased by 20%.

Sales of Prius was more than 8 times of the projection, achieving No.1 sales in Japan.

This campaign successfully created the perception of “cars are fun!” among young people in Japan.