Toyota Motor North America is enlisting Yahoo for an augmented reality campaign to bring awareness to a returning nameplate, the Toyota Crown.
The effort for the premium vehicle lets car shoppers “tour” the car inside and out from the comfort of their living room. Potential customers are able to take a 360-degree walk around the vehicle, sit in the driver's seat and virtually drive the sporty sedan.
The automotive industry has seen a major shift in recent years, with 80% of car shoppers now open to purchasing a vehicle online, per Yahoo.
For the “Says So Much” Crown effort, Yahoo and Toyota collaborated on a multilevel campaign strategy with the goal of informing, engaging and exciting consumers, according to Angie White, senior manager, media, Toyota Motor North America.
“Identifying innovative ways to bring our digital marketing to life plays a crucial role in our campaign strategies, especially when introducing this new sedan,” White says in a release.
In addition to the AR experience, Yahoo helps Toyota reach future customers through additional digital touchpoints including digital out-of-home advertising, banner displays, and leveraged connected TV pre-roll to reach consumers in their homes.
Yahoo is able to share consumer insights, such as top color choices and features of interest, with Toyota on an ongoing basis.