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 needed to find an engaging way to turn fans into teammates, making them feel like active participants from behind their computers.
Idea:
We brought the excitement of the Dakar Rally directly to fans through an immersive digital experience that redefined how they could engage with the race.
By recreating the rally in an email, we captured all the drama and thrill of the event. We also developed a one-of-a-kind downloadable GPS voice pack, allowing fans to bring the rally experience to life in their own cars. To take engagement even further, we launched the Team Locker, a dedicated website where fans could connect in real-time with drivers, engage in post-race conversations, and gain exclusive daily insights—all designed to bring them closer to the action.
Through a seamless blend of digital storytelling and interactive audio, we transformed passive spectators into active participants, turning them into virtual teammates. This extension of the 'Be Part of the Team' campaign went beyond traditional channels, creating a truly immersive and memorable brand experience.
Race the Dakar Rally in an email
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.
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.
Downloadable GPS voice
The GPS voice pack featured Rob Howie, South Africa's top navigator, complete with authentic sound effects of the Toyota Hilux Rally car. This approach meant fans could experience the intensity and excitement of the Dakar Rally anywhere - whether at a nearby coffee shop or during their daily commute.
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.
