Toyota Fantasy Road Trip

BACKGROUND

Toyota partnered with LADbible to reposition the NG Yaris as the only car of choice for free-spirited 25-34 year olds. By  building social kudos, driving excitement and desirability, we knew the NG Yaris was the dream road trip companion.

WHAT WE DID

With traditional road trips off limits, we created the Fantasy Road Trip. In the height of lockdown, we transported 6 celebrity guests to any destination they wished in the Yaris, via a giant treadmill and out of this world animation.

Hosted by Gen Z icon and YouTuber Max Fosh, they took some of the nation’s celebrity favourites including Olly Murs, on a completely COVID safe cosmic road trip and interview series, using a giant conveyor belt, huge LED screens, all in the comfort of the new Yaris Hybrid.

RESULTS

The activation ran across LADbible’s Instagram and Facebook channels during the third and longest lockdown and the LADbible audience loved it, with the campaign reaching over 12 million people, generating over 7 million video views with a total of 1,567,646 minutes viewed across the series. On IGTV alone, we also landed 884k engagements.

If this wasn’t enough, we increased brand perception with 67% of our audience agreeing that the Yaris is a car they trust and 64% said it has all the tech needed, to drive awareness and favourability to the Yaris.

Give the first episode a watch here.