The Danish title "Vaerkstedet" roughly translates to "The Shop".To support their popular TV ad campaign evolving around the daily life in an auto repair shop, Toyota initiated work on a website that would meet the public demand for an explorative, fun and constantly changing web universe featuring the charismatic characters from the ads.Upon entering "The Shop", the user navigates a character around the different rooms, picking up objects, pushing buttons and using collected items along the way. The well known cast from the TV ads populates the universe, eager to engage in conversation and giving good advice. The dialogue changes according to the progress in the TV ads.

The website offers a high degree of interactivity with the virtual cast from the TV ads, as well as games, gimmicks and various applications. The website is constantly evolving. A flexible backend allows for easy updates and thus the ability to react promptly on current events in “real life”, thereby adding reality to the web based universe.Primary target group: Young people between 15-30 years of age.Secondary target group: People of any age with a general interest in "The Shop".Translations can be downloaded from http://www.vaerkstedet.dk/translation.doc