Toyota launches YouTube car configurator

Toyota has launched a YouTube-based car configurator, created by Saatchi & Saatchi LA, in a bid to promote its Prius C model to young US consumers who are turned off by standard drop-down, menu-heavy interfaces.

Toyota: hosts video tutorials on YouTube for first-time car buyers
Toyota: hosts video tutorials on YouTube for first-time car buyers

The video-based car configurator, which Saatchi & Saatchi claims is the only one of its kind, is aimed at a new generation of digitally active customers preparing to buy their first car.

It has been designed to tap into the "social shopping" habits of the Prius C's core demographic of city dwelling professionals in their 20s and 30s who, according to research by Saatchi LA, look for tools to help them share and collect opinions.

The site hosts video tutorials for first-time car buyers on topics such as financial planning and buying from a car dealership, as well as a miles-per-gallon calculator that shows viewers how much fuel they are using up on regular drives and a 'Meet the Prius' feature that allows potential buyers to re-skin a Prius in the colour of their choice.

The platform also has enabled sharing via Facebook, Twitter and Google+.



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).