http://simonmainwaring.com/blog/wp-content/uploads/2009/07/solar-flowers-toyota-prius__PDDEk_691.jpgI recently worked as a writer on the new Prius 

‘Harmony” campaign for Saatchi & Saatchi, LA (led by Mike McKay and Andrew Christou – full list of credits below). While the ads are on television a lot, there are less visible aspects to the campaign that – from a marketing point of view – are equally interesting.

What’s unique is how the fundamental strategic positioning created for the advertising campaign was expanded beyond the car. By doing this Toyota established new relevance for Prius technology and found a much wider audience.

Here are a couple of examples of how it was done.

Read more here: http://bit.ly/G8Dfd