Toyota has launched a unique buzz marketing campaign to attract attention to the launch of the newest model of the 2010 Prius, setting up a bizarre display of giant flowers in the middle of Boston’s Prudential Square.  So what is the point?  What do flowers have to do with the Prius?

The 18 foot bright-colored flowers, which sprout up from benches big enough to seat 10 people, turn out to be more than just colorful seating.  The flower petals themselves are actually solar cells, and the intent of these strange sculptures, which look like something out of Alice in Wonderland, are to provide free electricity for cell phones and laptops.   The benches are even outfitted with free Wi-Fi.

So far, the giant artificial daisies have been set up temporarily in Boston. In a few days, they will be moved across the country and placed in other major cities, including New York, Chicago, Seattle, and LA.
People seem to be reacting well to this campaign, and it is drawing a lot of attention in Prius’ tech savvy market base, a collection of consumers who respond well to buzz marketing. 

Toyota calls their flower-benches a harmonic relationship “between man, nature, and machine,” a creative tag-line also used to describe the third generation Prius itself.

At 50 mpg, the 2010 model Prius is the most efficient model introduced thus far.  It also features a solar panel powered ventilation system, which explains the solar marketing gimmicks, and improved aerodynamics, achieving the lowest drag coefficient of any high-production car, ever.  A bigger battery and electric motor allows more energy to be generated when braking and a Power Split Device allows more power generation and recharging during freeway driving.

Toyota has proven once again to have a great sense for their customers and an innovative spirit