Toyota is 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 of using a smartphone while driving, thus strengthening the image of Toyota as a brand showing concern for the safety of its customers. In fact, in 2012, 22.5% of traffic accidents in Lima happened for this reason. The insight: 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 is perfectly aligned with Toyota’s philosophy and is beneficial to the target audience.

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.