The Challenges:

With the earlier RAV4’s appealing to the city-dweller market, it was important that the new adventurer target market be educated in the features the rugged RAV4 2013 model had to offer. But with the new target audience opting to spend their free time on the cycling trails, rather than the RAV4 online website, our target market were still in the dark.

Key Objectives:

• To change the perception of the RAV4 in the outdoor adventurers minds (from a city-dweller car, to a outdoor adventurer car)

• To prompt the new target market to book a test drive.

The RAV4 Outdoor Website

We built the real-life website along a 1.8km outdoor cycling trail, featuring the sections of the RAV4 website: Models, Safety, Interior, Design and Book a Test Drive. Our target market could use their mountain bike as a cursor, and navigate the RAV4 Outdoor Website, as they would the online version.

In each section, cyclists interacted with headlines bars and a choice of buttons, which triggered state changes with unique activations. They could even Tweet, sharing the information they learnt on the trail with their sporty followers.

At the end, they took a test drive, to experience the adventurous vehicle for themselves.

MEDIA CHANNELS

1. Social media - cyclists Tweeted as they went through the trail by hitting wooden Twitter buttons, making it spread on social media.

2. The post-activation video went viral on outdoor adventurer and sporty blogs.

By giving our target market this outdoor adventure, we changed their perception of the RAV4. Without doing much more, our adventurers shared the news, spread the video, and more importantly, took the car for a test drive.

• 46,000 views on YouTube

• 321% increase in online website views

• Articles on top sports, adventure and ad blogs

• Tweets from SA’s top sportsmen

• A feature on SA’s top sports show Supersport

• 324 test-drives over the period, a 330% increase