# Rock Wall Billboards Toyota's Times Square Ad Doubles as a Towering Climbing Wall By Laura McQuarrie | Published 2016-03-29 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/times-square-ad References: [adweek](http://www.adweek.com/adfreak/watch-people-climb-saatchi-and-toyotas-insane-rav4-rock-wall-times-square-170453) & [toyota](http://www.toyota.ca/toyota/en/vehicles/rav4-hybrid/overview) As well as having prime placement, this [Times Square ad](https://www.trendhunter.com/trends/gymbox-start-line) from Toyota demands attention as a sky-high interactive climbing wall that's set records as the tallest outdoor climbing wall ever to be built in New York City. In order to draw eyes upwards at the [out-of-home advertisement](https://www.trendhunter.com/trends/scratchandsniff-ooh-campaign), Toyota had one of its [Team Toyota](https://www.trendhunter.com/trends/parking-lot-pop-up) rally car navigators, Christina Fate, make the daring 120-foot climb. In comparison to professional rock climbers who were able to scale the wall within 10 to 15 minutes, Fate accomplished the task in an impressive 25 minutes. While vertical rock climbs might seem slightly out of the scope of what Toyota typically produces and promotes, the ad for the RAV4 Hybrid asks: "How far will you take it?" The activation reminds that the thrill of adventure can be found in even the most unexpected places. ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 63% | Activity: 86% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### Key Themes Behind This Trend - **Interactive Advertising:** The use of interactive elements in advertising campaigns to capture attention and engage audiences. - **Experiential Marketing:** Creating immersive brand experiences that go beyond traditional advertising methods. - **Outdoor Adventure Activities:** Integrating outdoor adventure elements into marketing campaigns to create unique and memorable experiences. ### Where This Applies - **Automotive:** Exploring innovative ways for automobile companies to promote their vehicles and engage with consumers. - **Outdoor Advertising:** Leveraging unconventional advertising spaces and methods to create impactful brand experiences. - **Sports and Recreation:** Developing partnerships between brands and outdoor sports and recreation activities to target adventure-seeking consumers. ## Related on Trend Hunter - [Cheeky Electric Vehicles Ads](https://www.trendhunter.com/trends/koda-hijacks-competitors.md) - [Innovative Outdoor Advertising Campaigns](https://www.trendhunter.com/trends/outdoor-advertising-campaign.md) - [Groundbreaking AR Posters](https://www.trendhunter.com/trends/windooh.md) - [Chocolate Chip Cookie-Inspired Billboards](https://www.trendhunter.com/trends/tates-bake-shops.md) - [Ultra-Heavy Billboard Activations](https://www.trendhunter.com/trends/worlds-heaviest-billboard.md) - [Deserted Island Billboards](https://www.trendhunter.com/trends/silk-spice1.md) - [Otherworldly Fashion Brand Billboards](https://www.trendhunter.com/trends/vollebak-mars-billboard.md) - [Playful Billboard Campaigns](https://www.trendhunter.com/trends/dreamies-treats.md) - [Adventure-Inspired Auto Ads](https://www.trendhunter.com/trends/made-for-what-youre-made-of.md)