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 |  Mar 13 2012, 7:02 PM

Board games aren’t popular like they used to be, thanks to the wealth of electronic entertainment available today. Still, many of us probably remember the Game of Life which is probably what Toyota is banking on with their new ad campaign for the Prius c.

Targeted towards first-time car buyers, Toyota leveraged its partnership with Hasbro to incorporate The Game of Life in its new “Malti-poo” ad. Another commercial will follow called “Dolphin Tattoo,” both of which will feature bright colors and bold imagery similar to the board game.

While the ads may seem weird, we applaud the Japanese automaker for realizing that a new generation is buying and that old sales tactics might now work.

“The Prius c campaign acknowledges the fact that buying a car is a big decision, as well as a new experience for many in this demographic,” said Bill Fay, group vice president, marketing, Toyota. “We wanted to give our customers something entertaining and engaging, yet familiar, they could identify with while introducing a vehicle to help them navigate this exciting new chapter in their lives.”

The Game of Life ads won’t only be TV commercials, Toyota will also be adding interactive digital elements to apps and other social networking sites like Facebook.

The Prius c is the newest addition to the growing Prius family, offering 53/46 mpg city/highway with a starting price of just $18,950. You can read and watch our review here.

Watch the quirky “Malti-poo” commercial after the break.

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