Brand | TOYOTA MOTOR CORPORATION MIDDLE EAST |
Product/Service | TOYOTA 86 |
Entrant | DRIVE DENTSU Dubai, UNITED ARAB EMIRATES |
Entrant Company
|
DRIVE DENTSU Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
DRIVE DENTSU Dubai, UNITED ARAB EMIRATES
|
The Campaign
Context
Launch the new Toyota 86 to a young adventure seeking market that hadn’t seen or heard of a fun, sporty drive from Toyota since the demise of the Supra and Celica
Objective
Everything about the Toyota 86 screams of enjoyment - the look, the feel, the experience. The focus from the outset was that the consumer should not only understand this enjoyment, but they should feel it too. This is how the ‘Made to thrill’ concept for the Toyota 86 was conceived.
Success of the Campaign
Performance
26000+ Global downloads of Thrill City across iOS and Android Devices
70,000+ Global downloads of Toyota 86 AR on iOS in the first 10 days after launch
450,000+ Global downloads of Toyota 86 AR on iOS and Android devices to date
150,000 hits to Toyota86AR.com in the first days of launch
125,000+ combined Made To Thrill YouTube views so far
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
Strategy / Relevance
Pre-launch: Petrol heads knew the 86 was coming, so we fed their hunger online via a microsite containing exclusive content (prototype video footage and pictures). We also used traditional media to get people excited about driving again.
Launch: Smartphone, tablet and Facebook use is on the rise in the region so we engaged our play seeking audience with games on their devices and online.
Thrill City – Drive the 86 around your own city on the real streets of Google Maps on your smartphone
Passenger 86 – Share the experience and take a friend for a thrilling ride on Facebook
Toyota 86 AR - Augmented reality racing for smartphones and tablets (Possibly the biggest augmented reality car you can actually drive on real streets).
Legacy: The campaign continues to grow online with video, twitter and social content generated by ourselves and the online community.
Credits
Rakesh Patel |
Sydner/Clyde |
Creative Technologist |
Ondrej Rafaj |
Fuerte International |
Creative Technologist |
Jakub Rafaj |
Fuerte International |
Creative Technologist |
Ramzi Aboudargham |
Drive Dentsu |
Md |
Christian Khoury |
Drive Dentsu |
Ecd |
Philip Ramage |
Drive Dentsu |
Senior Art Director |
David Johnson |
Drive Dentsu |
Senior Copywriter |