The challenge
The All-new Toyota Vios was landing in Singapore, and our client wanted to relaunch it as great option for first-time car owners. Also, the client needed our help to reposition this model, traditionally loved by older men, as an exciting choice for young adults.
Our main audience for this campaign wouldn’t traditionally read newspapers — our client’s main communication channel for new car launches. Until 2017, Toyota Singapore had not been very active on Instagram, where most of their target audience spent long hours.
The human truth
In Singapore, young adults are typically attracted to anything that’s fun and looks cool, especially when it comes to their first car.
The idea
The idea was to turn the relaunch of the All-new Toyota Vios into a game. The story was about seizing not just the day but also the night with a car that could take young drivers anywhere, anytime. This would help us position this particular model as versatile, energetic and fun choice for entry-level car owners.
We turned the story into an interactive personality quiz that took users through a series of interconnected Instagram profiles. The objective of the game was simple: to find out whether young Singaporeans actually knew how make the most of the day and the night.
The execution
Eventually, users landed on our Toyota Singapore Instagram page, where we revealed the launch of the All-new Toyota Vios. Through a driect link on the profile bio, users were then able to book a test drive.
