In an effort to promote Rav4 to active millennials, Toyota commissioned the ‘Outdoor Website’ campaign. Since people with active lifestyles don’t spend a lot of time online, the automobile brand wanted to reach them in the real world. As a result, ad agency Hellocomputer & Draftfcb took the Rav4 website and turned it into a physical experience.
The Outdoor Website was constructed along a bike path so that trail bikers could use their bicycles as a cursor. As they went along the path, they could hit panels and choose options. After pressing a button, bikers could experience their choice further up the trail. Infrared sensors tracked bikers and mechanical displays imitated the functions of a website.
Hellocomputer & Draftfcb designed the offline website to mimic the online one. Users could ride through categories such as ‘models,’ ‘safety,’ ‘design’ and ‘interior.’
Stats for Offline Website Campaigns
Trending: Older & Mild
Research: 564 clicks in 143 w
Interest: > 3 minutes
Concept: Outdoor Website
Related: 87 examples / 67 photos
Segment: Neutral, 18-55
Comparison Set: 32 similar articles, including: equestrian car campaigns, tantalizing suv teasers, and philosophical car campaigns.
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