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, 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.

Describe how the promotion developed from concept to implementation

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). 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

Describe the success of the promotion with both client and consumer including some quantifiable results

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

Explain why the method of promotion was most relevant to the product or service

The use of digital channels to promote the Toyota 86 in the 'Made To Thrill' campaign was used to tap into the youth market and their growing use internet services and mobile and tablet devices. Our thinking was that If we could present them with something they hadn't seen before in the region and engage them then we had a good chance of grabbing their attention.