As part of a promotion for the third-generation Toyota hybrid, Prius is touring giant flower sculptures outfitted with solar panels to six U.S. cities (they are currently in Chicago). The panels power outlets are at the base of each flower, where people can sit and charge electronic gadgets or take advantage of a free wi-fi connection. Prius is also installing solar-driven fans in bus shelters—a direct tie-in to the 2010 Prius’ solar-powered ventilation system.
As we found in our recent study “The Recession and Its Impact on the Environment,” economic concerns haven’t pushed aside Americans’ environmental concerns. Indeed, 44 percent of Americans fear that the recession will impede the green movement. This clever promotion clearly aligns the Prius with the green cause by illustrating the vehicle’s niche environmental benefits while avoiding trite “green” buzzwords. Brands that can clearly show consumers how they are green will win, as our research suggests consumers’ environmental concerns are here to stay.
Photo credit: Danny
We used this as an example in a recent presentation to HSBC on brand responses to recession - it got a wonderful response and triggered some interesting comms ideas for insurance and home loans.