The Entune™ system offers a new level of connectivity in Toyota models by integrating mobile phone apps into the car. To announce this big development at Consumer Electronics Show (CES), Toyota wanted something suitably eye-catching. The response was a billboard over 4,300 square feet designed to show off the many features of Entune™ while providing engaging visuals and catchy music. The teasing video lured onlookers to find Toyota’s section of CES to get their hands on this new piece of driving technology.

To create the Entune look was a challenge, as the app is made up of several partners. To introduce five partners, each with their own look and feel, as part of a cohesive “Entune” brand was definitely a challenge. By very carefully choosing a colour pallet and blending those five unique perspectives into a single vision and logo, the end result was a unique and visually exciting massive billboard which clearly answers the question “what is Entune?”

The billboard racked up about 1.5 million impressions over the three-day CES weekend. Toyota’s section at CES, their first ever, got a lot of foot traffic as blogs, Tweeters and reviewers eagerly lined up to test the new Entune™ technology. Entune™ ended up winning best CES car tech according to CNet.com, and a great amount of buzz was generated for the innovation. The only paid media that was pushing toward the Toyota booth to drive this buzz was this single, massive, animated billboard.