Del Campo Saatchi Reveals The Mysterious Stories Lying Beneath Toyotas’ Hoods
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 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.
Brand: Toyota Spain
Account Manager: Juan Comba, Carmen Mayor
Chief Creative Officer: Maxi Itzkoff, Mariano Serkin
Creative: Álvaro López, Martin Subercaseaux
Creative Agency: Del Campo Saatchi & Saatchi Madrid
Creatives: Fernando Dominguez, Angela Pacheco, Ignacio Inigo (Stories)
Digital Creative Director: Verónica Barba
Head Strategist: Ana García Salinas
Digital Production Company
Digital Production: The Lion
Project Manager: Hugo de León
Music and Sound
Music Production: Circle of sound
Director: Diego & Vladi
DOP: Paco Femenía, Pancho Alcaine
Production Company: Agosto Films
Category: Automotive , Cars
Genre: Apps , Digital , Experiential