Toyota Prius C: Game of Life

A multipronged advertising campaign to drive millennial attention to the just-released "city" version of Toyota's hybrid Prius is about fun and games in this case, Hasbro's Game of Life.
Saatchi & Saatchi L.A.'s campaign for the Prius C incorporates a tie-in with Hasbro's Life, as in the venerable board game that dates back to 1860, carried across multiple platforms, including a pair of TV spots debuting this month, digital programming in partnership with YouTube, Pandora, Hulu and others. Also in the works is a novel online car configurator for potential buyers, with financing advice, and plans for broad-based print and out-of-home spending.