HILUX INDESTRUCTIBLE SHOWROOM
| Title | HILUX INDESTRUCTIBLE SHOWROOM |
| Brand | TOYOTA BELGIUM |
| Product/Service | HILUX |
| Category |
A09. USE OF OTHER DIGITAL PLATFORMS IN A MEDIA CAMPAIGN |
|
Entrant Company
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HAPPINESS BRUSSELS, BELGIUM
|
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Advertising Agency
|
HAPPINESS BRUSSELS, BELGIUM
|
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Production Company
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BLISS INTERACTIVE & MOBILE Ho Chu Mingh City, VIETNAM
|
Credits
| Karen Corrigan |
Happiness Brussels |
Creative Management/Strategic Director |
| Philippe Fass |
Happiness Brussels |
Creative Management/Creative Director |
| Niek Eijsbouts |
Happiness Brussels |
Creative Management/Creative Director |
| Arnaud Bailly |
Happiness Brussels |
Concept Provider |
| Bill Bilquin |
Happiness Brussels |
Copywriter Fr |
| Jan Denys |
Happiness Brussels |
Copywriter Nl |
| Pascal Kemajou |
Happiness Brussels |
Group Account Director |
| Mehdi Sel |
Happiness Brussels |
Account Director |
| David Willems |
Toyota Belgium |
Marketing Director |
| Thierry Ballas |
Toyota Belgium |
Marketing Communication Manager |
| Cynthia Van Laethem |
Toyota Belgium |
Advertising Manager |
| Lise Dillens |
Toyota Belgium |
Marketing Specialist |
| Emilie Wauthelet |
Happiness Brussels |
Graphic Design |
| Arnaud Bailly |
Happiness Brussels |
Art Direction |
| Sophie Gunsbourg |
Happiness Brussels |
Agency Producer |
| Bart Vande Maele |
Happiness Brussels |
Production Coordinator |
| Jean/Paul Frenay |
Bang Bang Club |
Director |
| Nicolas Vandooren |
Sonic Music |
Sound Design |
| Thomas Colliers |
Bliss Interactive/Mobile |
Web Development |
Results and Effectiveness
Website made national news an hour after the launch.
10000 visitors in only 2days.
Average time spent is 3min45sec. Higher than ever before, and obviously higher than any other interactive showroom.
So, we increased the reach of the simple online showroom massively and are keeping visitors on it for longer than ever before, allowing them to discover the features of the car more than they ever would.
Creative Execution
THE ONLINE SHOWROOM REINVENTED:
When exploring the Hilux on the Toyota website, instead of seeing it on a plain background, visitors see it in a situation of danger: Red supporters attacking the Purple car.
> A new way of exploiting a little used medium in order to communicate a brand story (Indestructible Hilux) and a product story (the strength of the car's features) in an entertaining way.
While the scenes of destruction are happening, visitors can explore the car in three different ways:
1) See the car (and what's happening to it) from all angles - 360°
2) Get closer on specific features and get more info about these features
3) Jump from one scene to the other to see a demonstration of the features resisting to attempts of harming them
Visitors can request a testdrive anytime. The interactive experience being so engaging, they are more likely to do so.
Insights, Strategy and the Idea
For the indestructible hilux, toyota reinvents the online showroom by setting it up 'live' at the heart of a football rivalry.
Toyota Hilux is the most indestructible utility vehicle on earth.
Entrepreneurs don’t have a lot of time when they look for a new car.
Usually they first have a look on internet and compare different brands.
Unfortunately, online showrooms are all the same. Factual and dry: a car you can turn around in front a boring plain background.
So, by placing a Purple football supporter's Hilux in front of a Red supporters' bar (football's arch rivals in Belgium), we reinvented the interactive showroom and gave it an added layer of entertainment as well as emphasising on the car's features that despite all the effort in the world... couldn't be destroyed.