Toyota Motor Corporation, one of the world’s largest automobile manufacturers, has built a reputation for producing reliable and innovative vehicles. The company’s commitment to continuous improvement and respect for people has made it a global leader in the automotive industry.
Toyota’s product lineup ranges from compact cars to full-size trucks, including the iconic Land Cruiser, which has been a symbol of durability and performance for over 60 years.
Toyota in partnership with media agency Dentsu approached with the decision to launch a Rich Media campaign to promote the new Land Cruiser as a legendary car in the series.
This campaign leveraged interactive and highly engageable formats to engage users and highlight the unique features, advantages, and available configurations of the new Land Cruiser, reinforcing Toyota’s reputation for excellence in vehicle manufacturing.
To create an immersive and engaging experience, Toyota chose two Rich formats.
The first one is a Cube format which is one of the variations of carousels. This format allowed users to explore different configurations of the Land Cruiser through an interactive 3D cube interface. Users could rotate the cube to view various options along with its own unique features of the Land Cruiser, which provided a comprehensive visual experience.
The second format is a Hot Spots format. This format featured clickable spots on the ad, which, when interacted with, revealed additional information about specific parts of the Land Cruiser. Each spot provided detailed insights and highlighted the advantages of the selected feature, enhancing user engagement.
Both formats are accompanied by CTA button and gesture component, providing a friendly user experience with the ad.
10x more
Engagement*
1.5x more
CTR*
*comparing with previous campaigns
*comparing with previous campaigns
This campaign delivered impressive engagement metrics, as evidenced by the Heat Maps analysis for each format.
Users showed strong interaction with the Cube Format, particularly with the arrows used to switch slides. The right side of the banner also garnered high engagement. The Hot Spots format demonstrated high user engagement, with significant interactions on the clickable spots. Users were keen to discover detailed information about various parts of the Land Cruiser. CTA button in both formats experienced strong interaction, reflecting users’ readiness to learn more about the car.
Toyota’s rich media campaign for the new Land Cruiser, successfully leveraged interactive formats to enhance user engagement and promote the vehicle’s legendary status. The Cube and Hot Spots formats provided an interactive and informative experience, resulting in high engagement levels and demonstrating the effectiveness of rich media in automotive advertising.
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