Cannes Lions

MYSTERIOUS STORIES

DEL CAMPO SAATCHI & SAATCHI SPAIN, Madrid / TOYOTA / 2015

Awards:

2 Shortlisted Cannes Lions
Case Film
Case Film
Presentation Image
Presentation Image
Film
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Overview

Entries

Credits

Overview

Description

There aren’t any restrictions in the market.

Execution

How the app works:

Step 1: Download the app “Historias Misteriosas”

Step 2: Use your telephone to scan the front of any Toyota on the streets.

Step 3: The app generates an augmented reality environment to open the car’s hood. Step 4:

Discover the most amazing stories.

Consumer Journey: Mobile experience, Ambient experience, Content, Digital, Tv and beyond.

Outcome

In one month the app became #1 at Google Play and #2 free games at Apple Store.

We created the largest showroom ever.

700,000 Toyotas on the Spanish streets became 700,000 new unpaid media for generating content for the audience.

During the campaign Toyota Historias misteriosas bettered major players like Candy Crush and Clash of Clans in daily download volumes.

100,000 downloads apps in two months.

The campaign increased brand awareness, to beat one of the all-time leaders in Spain: Volkswagen.

Average time of interaction per user was 5 minutes with the brand.

98% positive reviews on Apple Store and Google Play.

95% Passion Score of the brand on twitter.

Toyota Spain website visits: 1677% uplift vs objective.

Total Shares: 404% uplift vs objective.

Toyota Historias misteriosas became an innovative mobile platform for the brand to communicate new product developments.

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