Taking Toyota’s Lineup To The People with Immersive Product Experiences and Integrated Digital Campaigns

- Concept & Ideation

- Experience Design

- Product Messaging

- Digital & Social Strategy

Role: Senior Copywriter

ACD: Sara Moore

ECD: Rego Marquiis

As AOR for Toyota, we produced the Toyota Drive Center + Action Lab. Essentially, a rotating brand activation designed to put drivers behind the wheel and deliver memorable product interactions. After researching product truths on the test-track, we would develop a user-centric drive experience to demonstrate features and capabilities to potential customers. For example, to demonstrate the 4-Runner’s ability to not lose traction when making a steep ascent, we built a mini-mountain with a nine degree pitch in the Chicago convention center and took attendees for a test-drive. Tying it all together was a targeted social campaign to invite customers by persona to test-drive the Toyota of their dreams. Then connect them with regional dealers, and ongoing deals for the exact make and model they had taken for a test drive.