Made to thrill
Toyota 86
Issue 26 | March 2013
Agency
Drive Dentsu Dubai
Creative Team
Executive Creative Director: Christian Khoury Senior Art Direction and Copywriting: David Johnson and Philip Ramage
Production Team
Drive Dentsu (Dubai), Fuerte International (UK), Sydner & Clyde (UK), Forwardlean.co.uk
Other Credits
Managing Director: Ramzi Abu Darghsm Head of Client Services: Ahmed Sherbini
Date
Q3 and Q4 2012
Background
The Japanese have a saying ‘Waku-Doki’ – to increase ones heartbeat. It is this sentiment that Toyota is applying to every stage of the design and engineering process of their vehicles now and in the future. The all new Toyota 86 is the first vehicle by Toyota to benefit from this approach.
Our job was to launch the 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.
Idea
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.
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 through Twitter, Facebook and video content generated by ourselves and the online community.
Results
Results correct as of 10/01/2013 (updated since production of case study video)
Thrill City app: 26,000+ (combined iOS and Android) downloads
Toyota 86 AR app: 435,000+ (combined iOS and Android) downloads
Made To Thrill: 140,000+ YouTube views (Combined across user and agency generated content):