A self initiated project to design an integrated campaign to reinstate the Toyota brand to a new audience of 22 - 45 year olds. The idea for this project came after the company ran into recall 'crisis' in January 2010. The worlds largest and most trusted car manufacturer recalled cars admit safety fears sparking both a loss in sales and brand loyalty. The outcome gives the brand a fresh, young and relevant means of connecting audience to product. The integrated campaign matches the lifestyle of the audience in both platform and purpose.
The outcome shown below communicates the potential lifestyles of the new audience, and showcases them in a way which both aesthetically appeals to the audience as well as reflecting the product. The 'worlds' allow the user a sense of exploration and form an immersive platform where the user can match their lifestyle to Toyota product.
The hand made aesthetic takes the company back to it's grass roots and communicates the notion of hand made manufacture as well as reflecting on traditional Japanese paper culture. The integrated campaign works on a number of platforms including mobile application, social media, print and online.
Above: Stills from the live website which can be viewed here.
Built on the notion of allowing the user to match their lifestyle to a Toyota product the website allows the user to navigate through the worlds and view information regarding the product and their lifestyle. Links to their 'Lifestyle Match' are available at the bottom of the page which navigates the user to the Toyota UK website.
The integrated campaign includes a number of sub outputs which help build the campaign and drive the audience to the website. Above are visualisations of the Guerilla advertising instillations.The instillations allow the audience to fully explore and walk around the lifestyles. Information is included within the instillations as to the products which would best suit their exploration path.
The instillations also connect with the audience through Bluetooth. The use of Bluetooth technology allows the brand to send out a mobile application to devices which are in range. This allows the user to explore the worlds on their own device at their leisure - again emphasising the notion of matching and best suiting their lifestyle. The other benefit to this platform is the user is able to share the experience on social networking sites - again building the brand awareness and campaign message.
The final part to the campaign is print based as shown above. With the main platform being online and mobile the print element is in place to drive the wider audience to the website. The print campaign is executed across a number of platforms and within a number of environments suiting the lifestyles of the intended audience.
