Every brand must have an application these days, or so it seems. To launch its own incarnation of the iPhone app, Toyota turned to UGC and encouraged passers-by to doodle on the prominent Reuters billboard overlooking Times Square in New York.
Billboards have become a secondary medium in recent years. Most brands see them as an add-on, rather than an integral part of a campaign, as they used to be. The type of digital interaction being utilised by Toyota, however, could see billboards regain a place in marketer’s hearts.
Toyota took over the Reuters billboard for a limited 3 day run. Members of the public sketched simple designs on a handily available Prius app, these sketches were then sent directly to the digital billboard and layered over the original display ad for Toyota’s iPhone application. A web cam on the Reuters site allows users to see what is currently being sketched and footage of passers-by interacting with the billboard was seeded onto YouTube. Available to download from the iPhone store, the app allows users to take a virtual tour of the new Prius, compare colours and watch videos – as well as interact with Toyota billboards, of course.
By creating a hybrid advert from the public’s doodles and the original billboard design, Toyota advertised its new app in a way that also promoted the core value of its Prius model.
BRAND: Toyota
BRAND OWNER: Toyota
CATEGORY:Automotive
REGION: USA
DATE: Oct 2009
AGENCY: Saatchi & Saatchi
MEDIA OWNER: Reuters
MEDIA CHANNEL
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