The Creators project commissioned a trio of international artists to build installations inspired by the new Prius model. In June 2016, these works were showcased in a national event series across NYC, Chicago, and LA. The captured content was distributed via TCP, and amplified by VICE O&O to create massive scale and reach online. With this program, TCP/VICE became Prius’s biggest digital partner.

In March 2016, we refreshed the TCP site, debuting a unique destination for all Future Forward content. From March through June 2016, we rolled out artist and artwork-focused content to tease the 3 events implementing social activations via TCP and throughout VICE O&O).

The Future Forward program was supported with activations and placements of online partners, co-branded and rotational native unit media, as well as a print ad in VICE Magazine. Following the final event, we rolled out all post-event video and content spanning the entire program, including an unreleased video utilizing 360-degree technology. Finally, we collected data from two brand studies - one conducted on-site at each event, and another integrated with the online content.

Delivering 5.54MM video views, 405K total pageviews, and a +18% and +17% lift in perception of the Toyota Prius as exciting and stylish, respectively, the Future Forward program outperformed in terms of audience engagement. The campaign changed audience perception of the all-new Toyota Prius through compelling video content, engaging articles on TCP, and a holistic distribution that incorporated the most premium media placements across all of VICE O&O. In addition, our total attendance across the three events beat our goal by 260%.

The Creators Project developed a 360-degree program consisting of original artwork commissions inspired by the all-new 2016 Prius model,a nationwide event series, and an array of content capturing the creative process to showcase the work and events. All assets were amplified by VICE O&O to create massive scale and reach online. With this seamlessly integrated program, TCP/VICE became Prius’s biggest digital partner, and we successfully shifted perception, exceeding all benchmarks for the program.

We leveraged The Creators Project’s equity (artist relationships, influential creative community, captivating editorial content) to shatter audience’s perspectives of what a hybrid can be. The program strategy was comprised of two-parts. Part one, was used to announce the project with a website relaunch & branded destination. This included BTS videos and editorials focusing on the artists,

Part two, was an immersion phase that included the continued rollout of BTS videos, hero videos capturing installations at the first event, a comprehensive program recap video, editorial and photography spanning the whole breadth of the artwork creation and event series execution.

Toyota’s intention with the 2016 Toyota Prius model was to shed the stigma associated with an eco-conscious vehicle from generic ideals to being known for its style design, enhanced performance and cutting edge technology.