2013 Winners & Shortlists

The Brief

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, and the experience. The focus from the outset was that the consumer should not only understand this enjoyment, but they should be made to feel it too.

Creative Execution

The idea was also bold from a client perspective in that they were brave enough to embrace our futuristic approach, having previously favoured more traditional advertising methods. From a digital angle the idea pushed the technological boundaries of what had previously been seen on smartphone and tablet devices in this region as well as other international markets. From an agency point of view we proved that you don’t need a big team to deliver a big idea for a global brand across a regional and global market.

Describe the creative solution to the brief/objective.

We really wanted the consumer to experience the Toyota 86 for themselves, so we developed a poster that really was ‘Made To Thrill’. Using traditional media (a poster) fused with modern technology (augmented reality on a mobile/tablet device) we were able to put the 86 directly in their hands. Whenever someone saw our ‘Made To Thrill’ poster they could activate our Toyota 86 AR app on their mobile or tablet device and a take virtual test-drive of Toyota 86 in the environment they were in.

Results

To date (10/01/2013) over 450,000+ people have downloaded and used the Toyota 86 AR app, which means at least 450,000+ people have printed out their own ‘Made To Thrill’ poster. This has so far generated 125,000 combined YouTube views of people using the ‘Made To Thrill’ poster to play the Toyota 86 AR game.