Toyota Prius
The Ask
Position the all-new 2023 Toyota Prius as the “hot then, hotter now” hybrid for GenZennials.
The Insight
What’s “hotter now” to our audience? According to a recent BDG Study, change and progress.
- 74% are making radical lifestyle changes
- 86% believe we’re at a pivotal moment of progress
Reinvention is in the air, making our readers primed for fresh takes on the tried-and-true.
The Solution
We partnered with international DJ Carlita to align with Toyota’s campaign for the all-new Prius. BDG captured Carlita on her journey to Coachella as she reflected on her past, present, and future, in close alignment with Prius’ brand messaging.
The Experience
At NYLON House, Carlita played a set for more than 4,000 celebrities, influencers, artists, and guests. Meanwhile, the Prius captivated party goers with its vehicle display and claw-machine game.
The Results
4B+
event press impressions
50M+
event social impressions
22M+
total video impressions
