Cannes Lions

The Most Traumatic Experience

DEL CAMPO SAATCHI & SAATCHI MADRID, Madrid / TOYOTA / 2016

Presentation Image
Case Film
1 of 0 items

Overview

Entries

Credits

Overview

Description

Toyota presents: THE MOST TRAUMATIC EXPERIENCE

For the first time Toyota drivers lived the experience of driving an unreliable car.

We invited real owners of a Toyota to live an experience that had never lived before: have their cars break down. We did it in the only way possible, through a fictitious reality, a virtual reality Game.

Execution

6 month of development of the Virtual Video Game. 3 months on air.

Participants must drive on different virtual scenarios, until their car broke down, leaving them stranded in the middle of dangerous situations: in an alley with a gang, in a forest with a ferocious bear, or across a drawbridge. Living in my own flesh the consequences of driving an unreliable car.

And we shared those stories through digital content with our potential buyers.

Outcome

The campaign increased brand awareness.

98% positive reviews on Social networks.

95% Passion Score of the brand on twitter.

Toyota Spain website visits: 1677% uplift vs objective.

Total Shares: 404% uplift vs objective.

In this way we raised awareness to people about the importance of driving a reliable car like Toyota.

Similar Campaigns

12 items

TOYOTA BRAND

NYLON STUDIOS, Sydney

TOYOTA BRAND

2011, TOYOTA

(opens in a new tab)