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PRIUS PRIME VR
PRIUS PRIME VR

World, meet Prius Prime. Prius Prime, meet the World.

Toyota’s all-new plug-in hybrid, the Prius Prime, makes range anxiety a thing of the past with it’s industry leading range of 640 miles per tank. Plus, it’s loaded with advanced tech and safety features. This exceptionally innovative car deserved an equally innovative introduction.

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“We wanted to create something more than innovative -- something that felt beyond possible,” — Dwayne Koh, executive creative director for Saatchi & Saatchi Los Angeles.
“We wanted to create something more than innovative -- something that felt beyond possible,” — Dwayne Koh, executive creative director for Saatchi & Saatchi Los Angeles.

The first ever car launch at Techcrunch Disrupt.

Prime’s advanced tech appeals to gadget geeks and techies in addition to eco-conscious consumers. In order to drive awareness in a disruptive way to this audience, we launched the vehicle alongside revolutionary startups and emerging technologies at TechCrunch Disrupt.

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“This is an audience that’s looking for innovation and that’s a promise on which the Prius Prime delivers.” — Doug Coleman, Toyota national marketing and communications manager.
“This is an audience that’s looking for innovation and that’s a promise on which the Prius Prime delivers.” — Doug Coleman, Toyota national marketing and communications manager.

When Syd Mead gets involved, it’s not a test drive, it’s a quest.

The Impossible Quest is a 4-D virtual reality drive experience created in collaboration with Syd Mead, the visual futurist behind Blade Runner, Tron and Aliens. Participants were transported directly into a futuristic adventure where they experienced the Prime’s game-changing range firsthand.

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“I never expected a company like Toyota to make a room full of scrappy startups seem dull but that’s exactly what happened on this first day of Disrupt.” — Joe Durbin, UploadVR
“I never expected a company like Toyota to make a room full of scrappy startups seem dull but that’s exactly what happened on this first day of Disrupt.” — Joe Durbin, UploadVR

First, you make.

In the first part of the experience, guests collaborated with Syd using a Google Tilt Brush to create their own sculptures. These original creations were then populated into Syd’s world in real time.

Then, you drive.

Guests were then put behind the wheel of a virtual Prius Prime on an immersive 4-D drive through Syd's limitless world. The story put users in the center of an adrenaline-fueled, high speed chase. The experience culminated with personalized endings that revealed each guest’s original sculpture.

Finally, you share.

Behind the scenes, each user’s creation and drive adventure were instantly captured and stored in a personalized hub, which could be shared across a realm of social platforms.

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“The Impossible Quest was more than what was expected. A new road has been paved for what they will expect from brands to be delivered in the future.” — VRScout
“The Impossible Quest was more than what was expected. A new road has been paved for what they will expect from brands to be delivered in the future.” — VRScout

And it worked, of course.

In just a few minutes, we eased any concerns of range anxiety by proving the Prius Prime, with only one tank of fuel, could complete a mission, outlast any traditional vehicle and chart a course for a more sustainable future.

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