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.’
Offline Website Campaigns
The ‘Outdoor Website’ Transforms Online Sites into Physical
Trend Themes
1. Offline Experiential Marketing - Creating physical experiences that mirror online interactions to engage consumers offline.
2. Active Lifestyle Marketing - Targeting consumers with active lifestyles through innovative marketing strategies.
3. Interactive Outdoor Advertising - Utilizing outdoor spaces and technology to engage and interact with consumers in unique ways.
Industry Implications
1. Automotive - Opportunity for automotive brands to leverage offline experiences to connect with active millennials.
2. Advertising - Incorporating interactive outdoor advertising methods to create memorable brand experiences.
3. Technology - Developing innovative technological solutions for creating interactive offline experiences.