Eyes on Auris. The new Toyota.

To launch the Toyota Auris in Germany, the biggest interactive OUT-OF-HOME campaign ever was realized, to build awareness for the new product and the new name.Within a few days “Germany became Auris world”. With more than 200,000 sites a 100 % coverage and an unique warm atmosphere was generated in 86 major cities.

Simultaneously nearly every other customer touch point was used to multiply the contacts.

Auris was talk of the town – everywhere, even in the internet.

27 different interactive motives were developed for the individual requirements of the various kinds of outdoor sites. The idea: Many different “observers” direct their eyes on Auris.

A consistent background enabled to combine up to 18 sites to 1 story. Strong cooperations with 56 local radiostations, TV channels and Newspaper (BILDZeitung) even increased the customer attention to the out-of-home campaign and the big national competition: 6 different terms had to be collected from different posters. Participation was possible online, mobile or at the dealer – a collection fever broke out.