The Toyota RAV4 Brings The Web to the Great Outdoors

How do you showcase a new adventure car to a target audience that spends their time outdoors? You take the website to them. This is what Toyota Africa did to bring the new Toyota RAV4 product site to life on an outdoor bike trail at the Bryanston Cycle Park in Johannesburg.

The 1.8-km cycling track was fitted with sensors, custom-built mechanisms and WiFi to bring digital content from the site to life. Wooden overhead panels, with a menu bar, showcased the different sections or ‘web pages’ of the site, such as Models, Design, Safety, Interior, and Book a Test Drive. Riders could navigate the site by tapping wooden buttons along the trail. Information from the site would pop up along the track as the cyclists traveled through different ‘web pages.’ The participants were also able to tweet during their ride by tapping on wooden Twitter buttons along the tack. Riders were even able to book a test drive at the end of the track and a tree stump printed out their test drive booking slip, which also served as their entry to a competition.

Why I’m Curious: We’ve been brainstorming various OOH ideas for a campaign recently and I find this example to be a nice case study for us. DraftFCB Johannesburg managed to find a solution to engage a target audience that is not naturally surfing websites. I’m curious if this kind of experiential ad campaign drove enough awareness for the brand to see an uptick in sales.


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