MADE TO THRILL by Drive Dentsu Dubai for Toyota

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MADE TO THRILL

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Industry Cars, Software & Multimedia Productions, SaaS
Media Digital, Interactive & Mobile, Case study
Market United Arab Emirates
Agency Drive Dentsu Dubai
Released January 2013

Awards

Dubai Lynx 2013
Mobile MOBILE APPLICATIONS & OTHER DOWNLOADABLE TOOLS SILVER
Mobile MOBILE GAMES SILVER

Credits & Description

Visit Site: https://itunes.apple.com/us/app/toyota-86-ar/id535083426?mt=8
Case Film URL: https://www.dropbox.com/s/e553mk0n2xqhot9/Toyota86AR_MadeToThrill_2.30.mp4
Mobile URL: https://itunes.apple.com/us/app/toyota-86-ar/id535083426?mt=8
Client TOYOTA MOTOR CORPORATION MIDDLE EAST
Product TOYOTA 86
Entrant DRIVE DENTSU Dubai, UNITED ARAB EMIRATES
Type of Entry: Mobile
Category: MOBILE APPLICATIONS & OTHER DOWNLOADABLE TOOLS
Title: MADE TO THRILL
Product/Service: TOYOTA 86
Entrant Company : DRIVE DENTSU Dubai, UNITED ARAB EMIRATES
Advertising Agency : DRIVE DENTSU Dubai, UNITED ARAB EMIRATES
Name Company Position
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
Brief Explanation:
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. Strategy / Relevance We really wanted the consumer to experience the Toyota 86 for themselves, so we developed the Toyota 86 AR app (for mobile and tablet devices) and a 'Made To Thrill' poster. We combined these elements using augmented reality and were able to put the thrilling experience of 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. They could also print the poster for themselves and use it in their homes or outdoors. All they had to do was print a poster as big as their imagination. The bigger the poster, the bigger the car, the bigger the experience. Performance 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.