Cannes Lions

HILUX INDESTRUCTIBLE SHOWROOM

HAPPINESS BRUSSELS, Brussels / TOYOTA / 2015

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Overview

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Credits

Overview

Description

When entrepreneurs are looking for a new vehicle, they usually browse online to compare brands.

But online showrooms are all the same: a car you can turn around in front of a boring plain background.

So, by placing a Purple football supporter's Hilux in front of a Red supporters' bar (football's arch rivals in Belgium), we reinvented the interactive showroom. We added a layer of entertainment that encourages visitors to actively explore the car's features that despite all the effort in the world... can't be destroyed.

On top of that, visitors can request a test-drive at anytime. The interactive experience being so engaging, they are more likely to do so.

Execution

THE ONLINE SHOWROOM REINVENTED:

When exploring the Hilux online, instead of seeing it on a plain background, visitors see it in a situation of danger: Red supporters attacking the Purple car. > A new way of exploiting a little used medium in order to communicate a brand story (Indestructible Hilux) and a product story (the strength of the car's features) in an entertaining way.

Visitors can explore the car in different ways:

1) See the car (and what's happening to it) from all angles - 360°

2) Get closer on specific features and more info about them

3) Jump from one scene to another to see how the features resist

+ Visitors can request a test-drive anytime.

Outcome

Website made national news an hour after the launch.

10000 visitors in only 2 days.

Average time spent is 3min45sec. Higher than ever before, and obviously higher than any other Interactive showroom.

So, we increased the reach of the simple online showroom massively and are keeping visitors on it for longer than ever before, allowing them to discover the features of the car more than they ever would.

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