Case Study – Auto

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Toyota – Driving Mobile Innovation

• Toyota wanted to leverage a mobile platform to drive engagements through traditional media investments.

• Toyota wanted to adapt the engagements to specific campaigns based on the communication objectives.

POINT was deployed to enable consumers to engage with specific brands of Toyota by capturing the creative / brand logos.

Explicit Call-for-action across multiple mediums where product logo/ad creative appeared to educate consumers on the engagement possibility.

Communication and engagements were customized for each

campaign based on the objectives and consumer expectations. The

engagements are distributing digital content, driving traffic to social

media initiatives, delivering product brochure or driving 3D based

engagements.

One of the engagements was a peppy Liva song and Liva Music video that featured India’s lead musician and resonates with the present-day youth. 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. On capturing product logos a detailed brochure on the products was delivered helping consumers get details about specific products.

Case Study – Auto

http://telibrahma.com/ Follow us on http://facebook.com/pointartapp

Similar engagements were also delivered for Toyota Fortuner

50,000+ rich media engagements were achieved across several campaign out of which…

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 campaign Campaign was delivered to more than 150 mobile make

and models with 65% of them experiencing car through 3D and 85% of them downloading mobile content

A first-of-its-kind ‘Near LIVE experience’ for the consumer Logo transformed into a 3D interaction that users toyed

with Both Brand building and Response generation at the same

time delivering superior ROI

Logo recognition enables scalability of the campaign across the medium

Scaling up AR across mediums would ensure higher impulse to impact ratio

Enabling 3D based experience would bring out a PR and viral benefit to campaign