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.

Strategy / Relevance

We executed our 'Made to Thrill' message across poster, social and mobile/tablet devices. Whenever someone came into contact with our campaign they were always delivered a surprising and thrilling experience.

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). We also used traditional media to get people excited about driving again.

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 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

Legacy: The campaign continues to grow online with video (Most recently the world's biggest driveable augmented reality car), twitter and social content generated by ourselves and the online community.

Results

60,000+ downloads of Thrill City on mobile and tablet devices globally to date

70,000+ downloads of Toyota 86 AR in the first 10 days since launch

500,000+ downloads of Toyota 86 AR on mobile and tablet devices globally to date

135,000+ combined ‘Made To Thrill’ YouTube views