A spectacular event was needed to draw the attention of the target - and in a place where they had time to get involved with the campaign – and sign up for a test drive of the new Toyota RAV4.The media solution was simple – to utilise the new incredible 3D technique which was a first in Denmark.The setting was the international airport– where business men have the time to get involved with the campaign.The response media was SMS - By SMS the target group could book test drives and request additional information about the Toyota RAV4.

During the 3 week campaign more than 300,000 people watched the test drive and more than 1,000 people signed up for a test drive, making this campaign Toyota’s most successful campaign to date … combining edgy technology with lead generating.