The All New RAV4 Fungineered
Toyota RAV4
Issue 29 | December 2013
Agency
Drive Dentsu Dubai
Creative Team
David Johnson Philip Ramage Phil Adrien Michel Zouein
Production Team
Fuerte International (UK) Spitfire (Dubai)
Date
March – May 2013
Background
The aim was to launch the all new RAV4 to 28-34 year olds caught in the dilemma between choosing to settle down or extend their youth and to re-assert the products fun personality whilst still retaining the brands reputation for quality engineering.
Idea
The Fungineered concept aimed to show the public that Toyota was capable of building a fun vehicle through the creativeness of its engineers. Across TV, print and online the Toyota engineers displayed their creative engineering skills and participated in an interactive online social competition all aimed at driving awareness of the fun all new RAV4.
Results
- 23% lower cost per participant compared to ALJ's local online campaign
- 2 mins 30 secs average time a visitor spent on fungineered.com
- 24,438 unique visitors to fungineered.com
- 12,192 fungineered photo 'Likes' generated
- 300+ photos submitted
- 200+ photos fungineered
- 5000+ Facebook fans gained