QR Road by Y&R London for Toyota

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QR Road

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Industry Cars, Traffic safety
Media Film, Digital, Interactive & Mobile
Market United States
Agency Y&R London
Executive Creative Director Flavio Pantigoso
Creative Director Daniel De Leon
Art Director Edher Espinoza, Alejandro Bottas
Copywriter Gino Bernabé
Photographer Alex Freundt
Released May 2013

Credits & Description

Advertiser: TOYOTA
Agency: Y&R
Category: Charities, Public Health & Safety, Public Awareness Messages
Advertising campaign: QR ROAD
Retoucher: Edher Espinoza
Director De Arte: Alejandro Bottas (Y & R Perú)
Account Executive: Karen Salkeld (Y & R Perú)
Director De Arte: Edher Espinoza (Y & R Perú)
Account Director: Manuel Ahumada (Y & R Perú)
Copywriter: Gino Bernabe (Y & R Perú)
Retoucher: José Catacora
Executive Creative Director: Flavio Pantigoso (Y & R Perú)
Production Assistant: Toshio Nakandakare (Y & R Perú)
Photographer: Alex Freundt
Head Of Art: Christian Sanchez (Y & R Perú)
Creative Director: Daniel De Leon (Y & R Perú)
Agency Producer: Michel Motte (Y & R Perú)

Effectiveness
120,422 Peruvians downloaded the application to interact with the advert through their smartphones, resulting in broad dissemination and circulation in public opinion, the media and social networks, thus ensuring the brand message was received, creating awareness regarding road safety and strengthening the positioning of Toyota as the car brand showing the greatest concern for the safety of its customers.

Execution
Aware that any interactive experience is always much more memorable than simply reading an ad, we thought of a press advert that would transcend the printed medium by having people go beyond reading the message and experience it then and there. The idea is to literally "live” the experience of a road that suddenly shows no obstacle thanks to the attention paid to a smartphone. By publishing a very atypical advert (a simple photo with a QR, with no logo or text) in newspapers and magazines, curiosity was generated; the digital part, in turn, caused people to literally experience the consequences of driving while focusing their attention on a smartphone. A synergy of media caused the advert (and its message about safety) to have a much higher recall than normal, besides offering the possibility to accurately measure its effectiveness (number of downloads of the application related to the QR code).

Strategy
Toyota is the most popular automotive brand in Peru. Well known for its safety and reliability, its target market is all the Peruvian population financially able to buy a car. The objective of this communication is to combat the habit – very common among Peruvians – of using a smartphone while driving, thus strengthening the image of Toyota as a brand showing concern at all times for the safety of its customers. In fact, in 2012, 22.5% of traffic accidents in the capital city happened for this reason. The insight is simple: when you are looking at your cell phone while driving, you are not looking at the road, and the likelihood of having an accident increases. Hence, the message encouraging people not to combine driving/smartphones is perfectly aligned with Toyota’s philosophy and is beneficial to the target audience.