New Toyota ‘plurality’ social media campaign – hit or miss?

Google “plural + prius” and you will find the question that has allegedly long been a concern of fans of Toyota’s compact hybrid motor. – What is the plural of Prius?

Back in 2004 a Toyota spokesman said “Prius is a Latin word meaning ‘to go before” adding “Toyota chose this name because the Prius vehicle is the predecessor of cars to come. The name has been the subject of grammatical scrutiny ever since and now Toyota are looking to make a virtue out of it.

Hence the launch of a new social media campaign putting the plurality question up to public vote on Facebook. The company will be launching two new Prii, Prien or Prium, in the next 12 months, and this Sesame Street style video from Saatchi and Saatchi fronts the campaign.