The Brief: Unveiling Toyota’s Cutting-Edge Flagship Model with Innovations
Toyota is on the brink of launching an advanced new flagship model characterized by its hybrid features and incorporation of cutting-edge technology. The challenge at hand revolves around effectively distinguishing this offering amidst the clamor, captivating a premium audience, and fostering consideration in a saturated market.
Our Response: Pioneering Augmented Reality to Redefine the Dealership Experience
Recognizing the evolving recognition of QR codes as conduits for accessing brand information, particularly evident from our experimentation with Digital Out of Home automotive ads, we unearthed an insightful avenue. Leveraging this burgeoning adoption, we conceived a campaign strategy geared towards immersing users in the unique realm of the All-New Toyota Crown.
Assuming the mantle of Global Head of AR Advertising, my task encompassed spearheading innovative exploration within this medium, pushing the boundaries to attain the utmost potential. The outcome materialized as a pioneering, multi-layered encounter. First, users were empowered to position a full-scale vehicle within their surroundings. This was followed by an opportunity to step into the driver’s seat, offering a detailed view of the dashboard, trim, and moonroof. Furthermore, users were granted the capability to embark on a Virtual Test Drive, equipped with remote controls to maneuver the AR model.
Undeniably, this endeavor constituted a formidable undertaking. Nevertheless, harnessing the advancements in web-enabled AR technology, we successfully executed this vision, seamlessly translating the forthcoming car experience to potential consumers.
Through strategic utilization of the Yahoo DSP, our campaign extended its reach across platforms such as DOH, CTV, and traditional digital ad spaces. Moreover, a deeper, more immersive experience stood only a QR code scan away. The campaign yielded resounding success in elevating the narrative of possibilities inherent within an advertisement.
In my role as Director of Innovation for this project, I fulfilled responsibilities encompassing thought leadership, creative ideation, evaluation of feasibility and scope, vendor oversight, augmented reality development, and meticulous execution.
ClientToyotaServicesCreative Strategy, Innovation, Design, Build, Web App development, DOHProd CoYahoo Creative Studio, Bajibot Media