Toyota RAV4 — Saatchi/Contobox
Compact-SUVs are one of the fastest-growing segments in the automotive industry. With both gas and hybrid models, Toyota’s RAV4 is a leader in the space. But with so many features and models, how do you highlight everything a consumer is looking for? Toyota set out to increase impressions for awareness, engagements for interest, and retargeting and lookalike audiences for decision and action.
Toyota chose expandable display for its large-canvas, interactive features and data-collection opportunities. Toyota partnered with the Contobox platform to put their showroom experience inside a display unit. Each model’s section was loaded with interactive features and information, including individual 360º views, interior photo galleries, a color customizer, and hotspots highlighting key features. The unit also featured a dynamic dealer locator and a “request a quote” form to gain more leads.
To find new valuable audiences similar to their most engaged users, Toyota used Contobox’s Adobe integration, harnessing machine learning and algorithmic segmentation to create lookalike models. They then activated on the first-party engagement data, dynamically retargeting the most engaged users with optimized creative. Using a cost-per-engagement model, Toyota only paid for 100% viewable engagements from qualified users. This allowed Toyota to build a full-funnel strategy.
The campaign delivered a performance exceeding all platform auto benchmarks:
This campaign won a MediaPost OMMA Award in 2018.