The Toyota Prius 'Cars That Feel' Respond to Human Interaction
Laura McQuarrie — June 3, 2014 — Autos
References: vividsydney & campaignbrief
As part of the Vivid Sydney festival on May 23rd, several Toyota Prius Cars were set up in an interactive installation called 'Cars That Feel.' In partnership with Soap Creative, the Prius cars were given their own unique personalities and were able to communicate in response to human interaction with color, light projections and sound.
Soap Creative began working on the project as part of an internal research and development initiative, but Toyota was officially brought on board because it was a perfect fit for the automotive brand. Soap captured a time lapse of the event, where festivalgoers were encouraged to snap and share photos with the #CarsThatFeel tag. Periodically, the windows on the car displayed messages like "hug me," "kiss me" and "tickle me," and the car's requests were satisfied.
Soap Creative began working on the project as part of an internal research and development initiative, but Toyota was officially brought on board because it was a perfect fit for the automotive brand. Soap captured a time lapse of the event, where festivalgoers were encouraged to snap and share photos with the #CarsThatFeel tag. Periodically, the windows on the car displayed messages like "hug me," "kiss me" and "tickle me," and the car's requests were satisfied.
Trend Themes
1. Interactive Car Installations - Creating interactive experiences within cars by incorporating human interaction with color, light projections, and sound.
2. Personalized Automotive Branding - Developing unique personalities for cars to enhance brand engagement and create memorable experiences for consumers.
3. Social Media Integration in Car Events - Promoting engagement and user-generated content by encouraging festivalgoers to share photos and experiences using event-specific hashtags.
Industry Implications
1. Automotive - Exploring innovative ways to create personalized and interactive experiences within cars to attract and engage customers.
2. Marketing and Advertising - Utilizing interactive car installations as a creative branding tool to captivate audiences and strengthen brand presence.
3. Event Management - Incorporating social media integration and interactive experiences to enhance participant engagement and create memorable events.
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