Toyota Helps Cleaning the Air with its Mirai Billboards

In cooperation with Clear Channel Outdoor Americas Toyota created an eco-billboard campaign to stress the zero-emission motoring of its new model Mirai.

How to impressively promote the environmental friendliness of a product? This was the challenge manufacture Toyota was faced with when presenting the new fuel cell electric vehicle Mirai emitting nothing but water vapor. So, what could be better to drum up business than a billboard that helps clean the air? In coordination with Clear Channel Outdoor Americas the automobile manufacturer created an eco-billboard campaign for its new model, only available in California so far.

The Environmental Impact of Toyota’s Mirai Billboards

Due to the locally limited availability of the new car, the campaign was rolled out only in Los Angeles and San Francisco. 37 billboards were installed creating 24,960 square feet of pollution-scrubbing surface between April and the end of May. Thereby they are able to reverse the nitrogen dioxide (NOx) emissions – one of the biggest contributors to acid rain and smog. This equals the X of 5,285 vehicles per month.

“Toyota consistently searches for new environmental technologies across all operations,”

Mark Angelacos, Advanced Technology General Manager, Toyota Motor North America, explained.

“When Clear Channel Outdoor Americas brought us the opportunity, we saw it as a perfect match. This new campaign delivers Toyota Mirai’s ‘vehicle of change’ message on a medium that lives up to that promise.”

Advertisements Turning to Catalytic Converters

This is how the billboards work: With a technology developed by the PURETi Group a thin coating of titanium dioxide is applied to a vinyl medium the ad gets printed on. This allows the oxygen to react with the energized titanium dioxide catalyst. In a next step NOx is converted to nitrate and removed from the air.

The billboards do not even require electricity because they are light-activated and will continue to clean the air as long as light, humidity, airflow, and the titanium dioxide coating are present. To put it in a nutshell: The billboards operate like a catalytic converter to purify the air.

“We are pleased to offer our environmentally conscious clients, like Toyota, an even more eco-friendly printed vinyl option for their Out-of-Home (OOH) media campaigns,”

Gene Leehan, Executive Vice President and Senior Regional President at Clear Channel Outdoor Americas, said.

“This campaign marks a U.S. first for the use of this technology on OOH, and we look forward to making it available to other like-minded advertisers.”

This reminds us of Air-Ink repurposing carbon soot from exhausted gases into ink we already wrote about. We are totally blown away by all these exciting inventions benefitting the environment. Do you have other ideas how advertisers can highlight a product’s ecological advantages? Let us know in the comment section on the right.