Challenge:
The rugged Toyota RAV4, a compact SUV, is built for people who spend their free time hiking, cycling and jogging, and not behind their computer screens surfing the net. We needed to figure out how to get these people to learn more about the vehicle and book a test drive.
The rugged Toyota RAV4, a compact SUV, is built for people who spend their free time hiking, cycling and jogging, and not behind their computer screens surfing the net. We needed to figure out how to get these people to learn more about the vehicle and book a test drive.
Idea:
We took the online website to them and created the outdoor website.
We took the online website to them and created the outdoor website.
Execution:
We built the website along a 1,8km outdoor cycling trail, featuring the various sections of the RAV4 website: Models, Safety,
Interior, Design and Book a Test Drive. Our target market used their mountain bike as a cursor to navigate the RAV4 Outdoor Website,
just like they would have navigated the online version. From buttons and Twitter sharing to hitting refresh and booking a test drive,
this was all made possible outdoors.
We chose to house the premium journal on a Microsite, which was the most efficient way to bring it to life, and make it as uncomplicated for the target market as possible (all of whom are used to browsing microsites daily). The site was fully responsive, so that our busy target market could browse it on all devices.
We built the website along a 1,8km outdoor cycling trail, featuring the various sections of the RAV4 website: Models, Safety,
Interior, Design and Book a Test Drive. Our target market used their mountain bike as a cursor to navigate the RAV4 Outdoor Website,
just like they would have navigated the online version. From buttons and Twitter sharing to hitting refresh and booking a test drive,
this was all made possible outdoors.
We chose to house the premium journal on a Microsite, which was the most efficient way to bring it to life, and make it as uncomplicated for the target market as possible (all of whom are used to browsing microsites daily). The site was fully responsive, so that our busy target market could browse it on all devices.
Browser bars
When cyclists peddled towards a browser bar, they triggered an infra-red sensor that would cause a motor to turn, resulting in a menu state change. This showed the cyclist the section they were in.
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Buttons
In each section, cyclists were met with a choice of two buttons. Depending on which one they hit, it would cause the relevant state change button to turn, and using pumps, motors and other hacked appliances, would “load” the selected content.
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Twitter sharing
Each section had a Twitter button, allowing cyclists to live-share their experience on the track, as well as more information about the new RAV4 with their followers.
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Refresh
A refresh button towards the end of the outdoor website would reset the entire track when triggered, ready for the next cyclist. More than that, it would quite literally “refresh” the cyclist too by triggering a sprinkler system.
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Test Drive & Win
As per most online websites, the RAV4 Outdoor Website had a competition component too. Triggering a button to enter the competition, a ticket would be fed out of a large tree stump. All the cyclist had to do was test drive the new RAV4 in the car park to stand a chance to win a large Cycle Lab voucher.
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Online responsive site
The entire real-life adventure was also put online, to literally turn it into an “outdoor website”. Users could also exchange their mouse for a mountain bike and have the same experience as the cyclists did, but from behind their screens (between 9 and 5, of course).
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The Results:
So after 43 000 views on YouTube, 321% increase in website views, plenty of blog mentions, Tweets from some of SA’s top sportsmen, and 324 test drives over the period, we made sure our target market knew that with the new Toyota RAV4, the adventure never ends.
44 000 + Youtube views
321 % Increase in website
324 Test drives over the period
