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.