As a group, millennials are going through a transitional period in their lives. They’re taking on challenges, like corporate strategy and compounded interest. They’re officially rolling the dice in their own game of life. The Prius c is the perfect game piece for this life stage, as it has a whole host of features to help them get through life’s challenges.

We needed to give them somewhere to create their Prius c game piece. Traditional car configurators are all the same. You go to a car manufacturers website only to be greeted with bad CG renders of cars and their features, and navigation that’s only ever as creative as a drop-down menu. Our younger audience wants more than this. They will only play with a tool like this, if it’s truly engaging, entertaining, dynamic and innovative. Also, most of this audience has never brought a new car before, so they want to be able to share their configured car with friends or family to get a second opinion about their choices.As part of a wider campaign we created the first ever truly engaging YouTube experience, as YouTube is a place where our target like to digest their video content. Within this experience we created the first ever video-driven car configurator.