Fans were thrown slap bang into the driver’s seat to take on the Dakar Rally, in an email. They got to experience the rally and feel like they were part of the Toyota Hilux team.

Measuring at over 11m x 11m, the innovative mailer included every stage, checkpoint, terrain, hazard, mirage and vulture-laden carcass the actual Toyota Hilux team could encounter during the rally, including exclusive Toyota Hilux information.

People spent a whopping average of 11:41 minutes engaging with the brand and racing the Dakar Rally, all in an email.