Madrid - Toyotas
are so reliable that there is rarely a need for a driver to open the hood of
the car and take a look. What lies
beneath remains a mystery. So Del Campo
Saatchi & Saatchi Madrid developed a mobile app to reveal the mysterious
stories to be found inside.
The
app recognises any Toyota model by license plate recognition and renders it
exactly, same colour, same model, same license plate. The hood then opens to uncover the inside
story. There are an assortment of stories
hidden inside; an intimate moment between two lovers, a surprise birthday
party, suspicious behaviour involving men in dark suits and a sneaky peek at a
couple of Hollywood legends.
The
application has become the second most popular download from the Apple Store
Spain with 100,000 downloads, and number 1 on Google Play Spain.
The
idea was developed by Maxi Itzkoff and Mariano Serkin, Chief Creative Officers Saatchi & Saatchi Europe. Commenting
on the success of the app, they both agreed that: “We are very
proud we beat Candy Crush at least for a week.”
The
app is part of an integrated campaign which turns Toyotas into a new media
channel. As well as the app, other
elements of the campaign contain three TV spots, print, outdoor and digital.