App Reveals Mysterious Stories for Toyota
Del Campo Saatchi & Saatchi takes drivers inside their cars with amusing narratives to promote reliability.
To play on the fact that Toyotas are so reliable that their owners never need to open the hood, a new campaign from Del camp Saatchi Madrid imagines what lies beneath the body of the vehicle.
Promoted by an amusing web film [below] the work is based around an app that reveals mysterious stories associated with each owner's car once held up and scanned across their Toyota.
The app recognises any Toyota model by license plate recognition and renders it exactly according to colour, model and license plate. The hood then opens to uncover the inside story.
The amusing scenes include an intimate moment between two lovers, a surprise birthday party, suspicious behaviour involving men in dark suits and a sneaky peek at a couple of Hollywood legends.
The application has become the second most popular download on Spain’s App Store with 100,000 downloads, and hit the number one spot on Google Play Spain.
The idea was developed by Maxi Itzkoff and Mariano Serkin, chief creative officers, Saatchi Europe. “We are very proud we beat Candy Crush at least for a week,” confirm the pair.
The app is part of an integrated campaign which turns Toyotas into a new media channel. As well as the app, other elements of the campaign contain three TV spots, print, outdoor and digital.
Connections
powered by
- Agency Saatchi & Saatchi Spain
- Production Agosto
- Chief Creative Officer Mariano Serkin
- Chief Creative Officer Maxi Itzkoff
- Creative Fernando Domínguez
- Creative Martin Subercaseaux
- Director Diego & Vladi
- Director of Photography Paco Femenia
- Director of Photography Pancho Alcaine
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