How do you introduce a mobile-obsessed, auto-ambivalent millennial audience to a new car designed just for them? Toyota asked the same question when considering the launch of its all-new 2014 Corolla. For the answer, the company called on Saatchi & Saatchi to create an entirely new way to shop for cars: a mobile site that lets users virtually test drive cars and flag their favorite features.

Launch the campaign
Published
March 2014
Topics

The Story

How do you introduce a mobile-obsessed, auto-ambivalent millennial audience to a new car designed just for them? Toyota asked the same question when considering the launch of its all-new 2014 Corolla. For the answer, the company called on Saatchi & Saatchi to create an entirely new way to shop for cars: a mobile site that lets users virtually test drive cars and flag their favorite features.

The experience is brought to life on a mobile website, built with a combination of Canvas and DOM element animation. Behind the deceptively simple interaction is a custom scrolling engine as well as a tile-based engine for generating the road. A custom tool was also designed for combining and loading extensive sprite sheet data to comprise the complex animations. At the end of the drive, the phone’s GPS function connects with a local dealer to let users book real test drives.

The Technology

The Results

The Corolla Touch Drive reimagines online car shopping as a mobile experience that lets users explore the vehicle anytime, anywhere, without the pressure of a salesperson—essentially, a test drive in the palm of your hand.

250K

Users took the Touch Drive

3+

Minutes spent on site by average user

30

% more Corolla mobile shoppers

Launch Date Sept. 5, 2013