OoH: Prius Flowers, Digital Driver

Toyota plants big Prius flowerscapes next to California freeways
The 2010 Toyota Prius is being promoted with flowers—up to 180,000 of them, to be exact. The automaker is creating nine “harmony floralscapes.” The first, which used 20,000 flowers, was unveiled this week alongside the Pasadena Freeway in downtown Los Angeles. Greenroad Media has found a way to recreate images using its “Living Pixel” technology and living flowers. In this case, what looks to be an orange Prius sits within a sun, using 60 feet of flowers. The floralscapes are required to be non-commercial in nature, so the designs are meant to capture the essence of Saatchi & Saatchi L.A.‘s “Harmony Between Man, Nature and Machine” campaign for the Prius. Seven floralscapes, in a number of different designs, will be planted in L.A. Two will pop up in San Francisco. Only organic and reusable materials were used for the project, as well as non-potable water and solar electricity.

prius flower

Toyota devoted a chunk of its marketing budget for the 2010 Prius to experiments with non-traditional ways of using traditional media. The resulting programs have been more art installation with environmental and interconnectivity than “Buy Prius Now.”
Veronis Suhler Stevenson has become the latest to forecast a comparatively brisk future for out-of-home media, and for that much of the credit goes to digital. The increase in digital billboards, video advertising networks (VANs) and alternative ambient advertising, which is included in digital estimates, has driven much of the growth of the OOH industry the past few years, and it will continue to do so at least through 2013. The media investment banking firm forecasts that out-of-home ad revenue will post a 4.9 percent compound annual growth rate from 2008 to 2013, compared to a 3.3 percent decline for traditional advertising.
digital ooh billboard
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