Challenge:
We needed to extend the ATL campaign of ‘Be part of the team’ on digital by making fans feel like teammates from behind their computers.
We needed to extend the ATL campaign of ‘Be part of the team’ on digital by making fans feel like teammates from behind their computers.
Idea:
We took the Dakar Rally to all the fans by recreating the actual Dakar in an email with with all the drama from the actual race.
We took the Dakar Rally to all the fans by recreating the actual Dakar in an email with with all the drama from the actual race.
Execution:
We created an enormous 11m x 11m big email, containing the entire Dakar Rally. Sprites and nested tables allowed us to compress the email to a firewall-friendly 3MB.
We created an enormous 11m x 11m big email, containing the entire Dakar Rally. Sprites and nested tables allowed us to compress the email to a firewall-friendly 3MB.
By scrolling through our km:pixel Dakar mailer, users had to use their pacenotes, cunning and a little bit of luck to find their way through
42 000 pixels of dangerous South American desert. Fans got to feel like a Toyota Dakar teammate by experiencing all the Dakar had to throw at them...right at their desks.
42 000 pixels of dangerous South American desert. Fans got to feel like a Toyota Dakar teammate by experiencing all the Dakar had to throw at them...right at their desks.
Fitting the Dakar in an email
Unique elements along the way
Close attention was paid to the actual route details, including all past race highlights, tourist attractions, natural wonders and South American trivia. Using them in the story made navigating the email an adventure in itself as you never knew what you might discover.
