Toyota Supra
2020 marked a big year for sports car enthusiasts. Following a 20-year break, the iconic Toyota GR Supra raced back onto the scene. The relaunch generated a huge amount of buzz on the automotive circuit. But how could we sustain the momentum for the next model year?
We partnered with RAPP to introduced a fully immersive online experience, catering to enthusiasts' passion for speed and competition. As users interacted with the website, their engagement levels earned them multiple opportunities to win a 2021 GR Supra 2.0. A digital experience that fueled their drive to win.
The Idol team has been our go-to partner in designing and developing numerous websites for Toyota and their collaboration has been truly outstanding. From interactive vehicle showcases to rich and immersive content creation, Idol consistently over delivers.
EarBuds
Creative Direction, Brand Strategy, Visual Identity Design, Product Design
Toyota Supra
2020 marked a big year for sports car enthusiasts. Following a 20-year break, the iconic Toyota GR Supra raced back onto the scene. The relaunch generated a huge amount of buzz on the automotive circuit. But how could we sustain the momentum for the next model year?
We partnered with RAPP to introduced a fully immersive online experience, catering to enthusiasts' passion for speed and competition. As users interacted with the website, their engagement levels earned them multiple opportunities to win a 2021 GR Supra 2.0. A digital experience that fueled their drive to win.
Challenge
How do you keep anticipation and awareness for the 2021 Toyota GR Supra at maximum horsepower?
Approach + Solution
2020 was a big year for sports car enthusiasts. After a 20-year hiatus, the iconic Toyota GR Supra raced back onto the scene. The relaunch generated a huge amount of buzz on the circuit. But how could we sustain that for the next model year?
We geared up sports car drivers’ competitiveness.
Launching a fully immersive web experience, in collaboration with RAPP, we tapped into their love for fast cars and their drive to win. Based on how visitors engaged with the site, they were rewarded with multiple chances to drive away with a 2021 GR Supra 2.0. And the fun didn’t stop there. We turbocharged Toyota’s social media, with celebrity driver channels and live “Ask a Driver” videos. Additionally, RAPP's dynamic email campaigns were highly successful, driving a car-load of traffic to the site each day.
We were responsible for designing and building the entire digital experience — from initial creative strategy and UX Design to the design and animation of the detailed interface and robust editorial-style layouts, through technical architecture and development. All of which culminated in an experience that not only educated users about the new GR Supra, but leveled up their excitement via the competitive sweepstakes.
And all the effort fueled a brilliant response.
Results
The website racked up more than 500,000 competition entries,
30,000+ unique users visited the site each month.
12,000 questions submitted to the “Ask a Driver” Instagram Live event.
Clients
RAPP: Bobbie Boucher, Hamish McCollester