Challenge:
To generate support for Team Toyota's participation in the Dakar Rally and extend the ATL campaign of ‘Be part of the team’ we had to find an engaging way to turn fans into teammates.
Idea:
We created a downloadable GPS voice featuring Rob Howie, South Africa's top navigator, and the SFX of the Toyota Hilux Rally car.
You could experience the Dakar Rally just by going to the nearest coffee shop or on your way to work.
To generate support for Team Toyota's participation in the Dakar Rally and extend the ATL campaign of ‘Be part of the team’ we had to find an engaging way to turn fans into teammates.
Idea:
We created a downloadable GPS voice featuring Rob Howie, South Africa's top navigator, and the SFX of the Toyota Hilux Rally car.
You could experience the Dakar Rally just by going to the nearest coffee shop or on your way to work.
Execution:
Hundreds of GPS phrases were tailored to make fans feel like they were getting their directions from one of the top co-drivers in the world. To heighten the experience, we recorded the original sounds of the Dakar Toyota Hilux and laid them under Rob’s voice, really making the driver feel as if they were in the rally Hilux.
Hundreds of GPS phrases were tailored to make fans feel like they were getting their directions from one of the top co-drivers in the world. To heighten the experience, we recorded the original sounds of the Dakar Toyota Hilux and laid them under Rob’s voice, really making the driver feel as if they were in the rally Hilux.
