The new Toyota Hilux’s brand promise is “Unbreakable” and they are supposedly targeting “the” new generation of consumers.

In attempt to reach these consumers and encourage these new consumers to visit the showroom and arrange a test drive, they developed a screensaver using the motion sensor built into the latest generation of laptops, to deliver a truly interactive experience and demonstrate the “unbreakability” of the 2008 Hilux, according to Ads of the World.

They then distributed this to a database of potential Hilux buyers, and encouraged them to forward it on. From the screen saver, users could click through and arrange a test drive at their local dealership.

What do you think of this advertising via screen saver?

Well, Toyota thinks it worked! There was an increase of 60% in some cases in Hilux enquiries reported by dealerships which of course resulted in an increase in actual test drives.

According to the articles, informal dealer feedback described the campaign as “compelling”, “entertaining”, “very engaging” and “really helps to reinforce that a Hilux is unbreakable.”

So, what do you think? Will we see more screen saver advertising in the future? Does this campaign work with the Toyota target market?

Source: Ads of the World

Article Tags: Advertising | TalentZoo | Technology
Filed under: Advertising, Branding, Campaign Critiques, Marketing Innovation, Technology