|Title||CARS THAT FEEL|
|Product / Service||PRIUS|
|Category||H02. Branded tech (off-line)|
|Entrant||SOAP CREATIVE Sydney, AUSTRALIA|
|Entrant Company||SOAP CREATIVE Sydney, AUSTRALIA|
|Advertising Agency||SOAP CREATIVE Sydney, AUSTRALIA|
|Noise International||Additional company|
|One Green Bean||Additional company|
Our playful installation transformed three Toyota Prius models into sentient beings with their own unique personalities. Each car had stylised faces projected on the windscreens and they responded emotionally through light, animation and sound based on how people interacted them. Real sounds like ignition, engine and warning tones were combined with melodic compositions to accompany each emotion and response from the cars. Festival goers were encouraged to capture and share their car experience with the hashtag #carsthatfeel. Each car had its own twitter account and responded directly to people.
Cars That Feel was one of the most talked-about installations at VIVID Sydney. Toyota were so impressed, they asked us to recreate the experience at the MCG and Adelaide Oval; plus the concept will be rolled out in further territories around the globe. The results below are concervative estimates based on the 1.43M people who visited VIVID in 2014 and the 425,000 who were counted in the Walsh Bay area. - 1.8M Prius interactions were triggered over the 18 days - Estimated 50,000+ people directly interacted with cars - Estimated 200K people viewed the the cars at the event
CHALLENGE: We needed to increase perception of the Toyota Prius brand as ‘innovative’. But when every car maker talks about innovation – almost every car on the market now is positioned as being safer, smarter and greener - how do you truly stand out and get noticed? IDEA: We saw an opportunity to use VIVID as a creative backdrop for Toyota - to showcase the Prius range with an experience that would surprise and delight festival goers of all ages with a unique blend of creativity and innovation. We created Cars That Feel - an innovative light and sound installation using Prius vehicles, which appeared to emotionally engage with people who interacted with the cars.