Since the step-by-step process of making a car is rarely shared with the public, we wanted to give a behind-the-scenes tour of Toyota’s world-renowned process, using music as a catalyst by connecting it with the Toyota Production Process (TPS) every step of the way.

Building on the idea that at Toyota, people and process work together in perfect harmony to create something beautiful, we worked with a music producer to record and remix the audio associated with each step in the manufacturing process, creating an interactive experience with digital audio at its core that was unique to the Toyota brand.

We hosted 45 unique GIFs in an interactive showcase at gifony.com and invited fans to layer the unique music loops together to create a symphony of GIFs, or a “Gifony”.

Visiting Toyota’s manufacturing plants, we captured actual audio from each step in the TPS process and worked with a music producer to record and remix the audio. We then married each audio soundbite with an interesting fact about a particular part of the TPS, such as the careful installation of the doors or the delicate process that goes into painting the shell of the car, to create 45 unique GIFs housed in an interactive showcase at gifony.com.

In a campaign launch video, we invited fans to visit gifony.com and learn about the TPS by creating their own unique Gifony, which they could then share with friends on Facebook and Twitter, or download via SoundCloud. To further reach our niche audience, we shared open source audio files with YouTube Launchpad DJ’s, including DJ SoNevable, and invited them to create their own #GifonyRemix and perform them for their fans online.

Of those that explored and interacted with the Toyota Production System at gifony.com and got a deeper look at how a car goes from factory to driveway, over half of them shared the Gifony they created.

We saw high engagement on the site, with the average user spending over two minutes remixing a Gifony – and several users spending over 20 minutes mastering their remixes.

To date, YouTube Launchpad DJ SoNevable’s video has been viewed more than two million times.

The work was covered by over 185 media outlets internationally including Fast Company, Digiday, and Campaign US, garnering over 227 million earned media impressions. And in total, we saw more than three million social engagements.

Toyota even brought the experience to auto shows, events and Toyota locations across the country with a physical Gifony DJ booth where guests could make their own remixes.