The campaign was launched through press adverts in newspapers, magazines, flyers and posters located in different public places, reaching a total of 120,422 Peruvians (estimation by default, equivalent to the single users who downloaded the application through the QR code), and triggering mass circulation in public opinion, the media and social networks. The QR Road App ranked among the 20 most successful applications in Peruvian history, turning this campaign into a milestone from the viewpoints of both the target audience and Toyota, which at a very low production cost managed to strengthen its positioning as the automotive brand showing the greatest concern for passenger safety.

Aware that any interactive experience is always much more memorable than simply reading an ad, we thought of a press advert that would transcend the printed medium by having people go beyond reading the message and experience it then and there. The idea is to literally "live” the experience of a road that suddenly shows no obstacle thanks to the attention paid to a smartphone. By publishing a very atypical advert (a simple photo with a QR, with no logo or text) in newspapers and magazines, curiosity was generated; the digital part, in turn, caused people to literally experience the consequences of driving while focusing their attention on a smartphone. A synergy of media caused the advert (and its message about safety) to have a much higher recall than normal, besides offering the possibility to accurately measure its effectiveness (number of downloads of the application related to the QR code).

With a minimal investment by Toyota, 120,422 Peruvians downloaded the application to interact with the advert through their smartphones, and the campaign resulted in broad dissemination and circulation in public opinion, the media and social networks, thus ensuring the brand message was received, creating awareness regarding road safety and strengthening the positioning of Toyota as the car brand showing the most concern for its customers’ safety.