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.’
What's Driving This Trend
- Offline Experiential Marketing
- Creating physical experiences that mirror online interactions to engage consumers offline.
- Active Lifestyle Marketing
- Targeting consumers with active lifestyles through innovative marketing strategies.
- Interactive Outdoor Advertising
- Utilizing outdoor spaces and technology to engage and interact with consumers in unique ways.
Who This Affects Most
- Automotive
- Opportunity for automotive brands to leverage offline experiences to connect with active millennials.
- Advertising
- Incorporating interactive outdoor advertising methods to create memorable brand experiences.
- Technology
- Developing innovative technological solutions for creating interactive offline experiences.
