2013 Winners & Shortlists

The Campaign

The use of internet services and mobile/tablet devices is massively on the increase across the Middle East, especially amongst the youth. Our thinking was that If we could present them with content that was exciting and that they hadn't seen before then we had a good opportunity to engage them and grab their attention.

Results

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. 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 (Possibly the first game to do this on a 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 first full size augmented reality car you can actually drive on real streets if you print a big enough marker) Legacy: The campaign continues to grow online with video, twitter and social content generated by ourselves and the online community.

We demoed the Toyota 86 AR and Thrill City apps at the journalist launch event for the Toyota 86, this was repeated at shopping malls and other small activations. We also shared videos of the Toyota 86 AR app in action on YouTube which increased the buzz with people creating their own videos. On the social side of things people were able to share a thrilling driving experience with friends on Facebook.

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