To fuel all things Hallyu, we tapped the hugely popular South Korean entertainer and “Prince of Asia,” Lee Kwang Soo, to help us lead the way. With Kwang Soo as the face of our RAV4 Hybrid campaign, Toyota became one with K-Pop fandom, and asked “How Far Will You Take It” to discover new adventures in Hallyu. In doing so, we created “Adventure Land”, a multi-platform activation at KCON, where Toyota generated organic interactions with pop artists and the RAV4 Hybrid. Online, onstage, and on the road, K-Poppers would be given the ultimate fan experience.

At KCON, Toyota crafted stage performances and activation experiences that paired the RAV4 Hybrid with the latest K-Pop trends, YouTube content creators, and popular Korean talent. We aired our “How Far Will You take It” videos featuring popular entertainer, Lee Kwang Soo, during both conventions. His experiences in the RAV4 Hybrid brought fun and laughs to our Adventure Land activations as fans tackled dance challenges, obstacle courses, and VR races. Our surprise meet & greet sessions provided attendees a once in a lifetime opportunity to get up close and personal with A-List stars. In Los Angeles, top music group, ASTRO, sang and danced with the RAV4 Hybrid. At KCON New York, international TV hosts and ballad extraordinaires, Ailee and Eric Nam, featured the RAV4 Hybrid in a live duet.

KCON was a huge success. With 42,000 attendees in New York and 76,000 attendees in Los Angeles, our attendance for just Los Angeles alone outmatched the previous year’s combined audience for both locations of 75,000 convention goers. KCON All Things Hallyu received over 800 million total impressions across all KCON platforms, including over 600 million PR impressions for Toyota. KCON received organic press coverage from such sites as The New York Times, Billboard, and Fuse with additional accolades on Hallyu blogs and YouTube channels. It generated 76% awareness of the RAV4 Hybrid and 55% said that they would consider purchasing the vehicle.