# Offline Website Campaigns The ‘Outdoor Website’ Transforms Online Sites into Physical By Alexander Lam | Published 2013-08-02 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/outdoor-website References: [ibelieveinadv](http://www.ibelieveinadv.com/2013/08/rav4-the-rav4-outdoor-website/) & [rav4.co.za](http://rav4.co.za/) In an effort to promote [Rav4](https://www.trendhunter.com/trends/ford-fathom) to active millennials, [Toyota](https://www.trendhunter.com/trends/immersion-neuroscience) 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](https://www.trendhunter.com/trends/scratchandsniff-ooh-campaign). 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.’ ## Trend Insights (Trend Hunter) - Score: 2.7/10 - Popularity: 14% | Activity: 58% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### 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. ## Related on Trend Hunter - [Innovative Outdoor Advertising Campaigns](https://www.trendhunter.com/trends/outdoor-advertising-campaign.md) - [Photosensitive Book Experiences](https://www.trendhunter.com/trends/the-outside-book.md) - [Food Truck Billboards](https://www.trendhunter.com/trends/food-truck-billboard.md) - [Groundbreaking AR Posters](https://www.trendhunter.com/trends/windooh.md) - [Nature-Reconnecting Outdoor Campaigns](https://www.trendhunter.com/trends/reconnect-with-nature.md) - [Cheeky Electric Vehicles Ads](https://www.trendhunter.com/trends/koda-hijacks-competitors.md) - [Travel-inspired Brand Campaigns](https://www.trendhunter.com/trends/road-and-beyond.md) - [Playful Creative Design Billboards](https://www.trendhunter.com/trends/3d-billboards.md) - [Analog-Themed Camera Campaigns](https://www.trendhunter.com/trends/analog-life.md)