The new Toyota RAV4 is built for outdoor adventurers — the guys who spend their weekends hiking and cycling, and not behind their computer screens surfing the net. So, when a brief came in to get adventurers to explore the online website and take a test drive, we had to find an out-of-the-box solution. We took the website to them, on a 1.8km cycling track, so they could surf the site on their mountain bikes.

Launch the campaign
Published
October 2013
Topics

The Story

The new Toyota RAV4 is built for outdoor adventurers — the guys who spend their weekends hiking and cycling, and not behind their computer screens surfing the net. So, when a brief came in to get adventurers to explore the online website and take a test drive, we had to find an out-of-the-box solution. We took the website to them, on a 1.8km cycling track, so they could surf the site on their mountain bikes.

We erected the Models, Safety, Interior, Design and Book a Test Drive sections of the RAV4 website and, by using tech, motors, WiFi and hacked appliances, made it behave like a website. So, when cyclists peddled towards a browser bar, they triggered an infrared sensor that would cause a menu state change. Every section had a choice of buttons, "loading" different content, and cyclists could even live-Tweet. We also put the outdoor website online allowing all adventurers to have a similar experience.

The Technology

The Results

Rather than try to get our target market online, we took online to them, showing them exactly how adventurous the new RAV4 could be. Even though only 200 cyclists experienced it firsthand, news of the outdoor website spread virally. From cycling blogs, to sport and getaway sites, our outdoorsy audience enjoyed the activation video, spent more time on our website and booked test drives. Just goes to show that if you‚re advertising adventure, you‚ve got to be adventurous.

39K

Views on YouTube

3.98

Increase in website views

4.33

Increase in test drive bookings

Launch Date 14 June 2013