Cannes Lions

360

THE&PARTNERSHIP, London / TOYOTA / 2019

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Case Film

Overview

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Credits

Overview

Background

To support the reveal of 2019 Toyota Supra at the Detroit Motor show online and communicate the performance specifications to a sports car buyer audience and all the Toyota Supra fans waiting with bated breath for the return of their beloved icon. This creative needed to find a fresh and engaging way to communicate car credentials - one that lives up to the campaign line, ‘For the Feeling’.

Objective:

To celebrate the newly revealed 2019 Toyota Supra at the Detroit Motor show online and communicate the power and performance credentials of the car in a fresh and engaging way that lives up to the campaign line, ‘For the Feeling’.

Idea

There’s a formula to launching a sports car; from the fast cut film on Youtube to a series of top reviews from vloggers and journalists. Trouble is, none of these give a true sense of what the car can do to viewers. So we embraced Facebook and Youtube 360° video to let the performance of the car speak for itself. The film challenges viewers to ‘Keep up with the new Toyota Supra’ as the car emerges in and out of the darkness of a vast space from different angles –gamifying the 360° experience. As the Supra weaves around and past the viewer they reveal relevant titled specifications as they turn.

Strategy

Insights:

Sports Coupe buyers are always looking for their next sports car. They love getting into the detail of the cars and want to get a feel for whether the car will be as good to drive as it looks. This was created to disrupt them from looking at other cars and excite them about the new Supra.

Execution

There’s a formula to launching a sports car; from the fast cut film on Youtube to a series of top reviews from vloggers and journalists. Trouble is, none of these give a true sense of what the car can do to viewers. So we embraced Facebook and Youtube 360° video to let the performance of the car speak for itself. The film challenges viewers to ‘Keep up with the new Toyota Supra’ as the car emerges in and out of the darkness of a vast space from different angles –gamifying the 360° experience. As the Supra weaves around and past the viewer they reveal relevant titled specifications as they turn.

Outcome

Results:

As the final and most revealing piece of the GR Supra Launch campaign, this immersive asset enabled buyers to see more of the car than ever before, contributing to the successful sell out of the GR Supra in over 16 markets across Europe.

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