Toyota launches the “Adventure Discount App”, a smartphone application calculating your reduction on the RAV4 Black Edition based on your location. The more adventurous your location, the higher your discount.

As the RAV4 is an adventurous car, we launched the 'Adventure Discount App'. This smartphone application invited everyone to find the most adventurous places in Belgium. The rules were simple: the more adventurous your location, the higher your discount on a RAV4 Black Edition.When players reached their preferred locations the app automatically read and logged their location on Google Maps, and calculated the corresponding discount in euros.

If the user was happy with the discount level, he could receive an instant email voucher which was valid at any participating Toyota dealer in Belgium when buying the RAV4 Black Edition.

This new sales promotion app was launched via a direct mail to all current RAV4 owners in Belgium. From there the idea spread and it was picked up by all influential automotive and advertising blogs. In one month’s time 35,000 people visited the mini-site, and the app was used over 1,000 times to calculate discounts.

110 RAV4 models were sold in February, keeping Toyota Belgium’s figures intact in a market that dropped by 20%.