A group of Toyota dealers in British Columbia has begun an out-of-home campaign promoting the features and benefits of the Toyota Prius. The campaign makes use of video advertising displayed inside approximately 200 Vancouver taxis. The creative encourages taxi passengers to enter a contest for a $200 gasoline card by watching the video and participating in an interactive quiz. The campaign, which will run until Oct. 29, also includes elevator display screens, online advertising, bus exterior ads and sponsorship activities. The campaign is being conducted in association with Play Taxi Media and Elevator Strategy.