Case Study _Toyota Etios

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BACKGROUND

Toyota had its inception in India in the year 1997, and from there has slowly witnessed a

steady growth in the Indian market. Toyota launched the Etios Liva in June 2011, gaining

entry into the highly popular premium hatchback segment. The car was launched to target

the middle income segment in India.

BUSINESS CASE

Toyota wanted to leverage a mobile platform to drive engagements through traditional

media investments. The Brand wanted to adapt the engagements to specific campaigns

based on the communication objectives.

SOLUTION

The print communications from Toyota were augmented to enable consumers to engage

with specific brands of Toyota. Explicit Call-for-action across multiple mediaensured to

educate consumers on the engagement possibility. The engagements included digital

content like 3D model of the car, product brochures, branded videos/TVCs, social media

connects etc. On capturing this logo from newspapers and boarding cards, users received a

3D overlay of the car on camera that he/she could move/turn and experience the car Live

on the mobile. Users also got to check out the car interiors, register for a test drive and

most importantly, view the Toyota Liva video on their mobile. Overall, a ‘Near Live

Experience’ was delivered with this engagement.

Case Study _Toyota Etios

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RESULTS

50,000+ rich media engagements were achieved across several campaigns

3000+ users registered for a Test Drive

7,500+ users spoke about the car on Social Media

More than 25% of the users engaged multiple times across several campaigns

Campaign was delivered on more than 150 mobile make and models with 65% of

them experiencing car on 3D and 85% of them downloading mobile content

HIGHLIGHTS

A first-of-its-kind ‘Near LIVE experience’ was created for the consumer. The brand’s logo

was transformed into a 3D interaction that users toyed with. Both Brand building and

Response generation was achieved at the same time delivering superior ROI. The campaign

demonstrated the fact that logo recognition enables scalability of the campaign across

media. Scaling up Augmented Reality across media would ensure higher impulse to impact

ratio. Enabling 3D based experience would bring out viral benefit to campaign.