Toyota is reaching out to Hispanic car buyers with an augmented reality (AR) ad campaign for the new Corolla sedan.
The immersive web-based experience, being served in the US to Android devices, allows potential customers to bring the car into their own environment, where they can explore its features.
Initially appearing as a clickable mobile banner ad, the AR experience uses a mobile device’s camera to make a virtual Toyota Corolla sedan appear in the user’s environment.
The Spanish-language mobile ad unit includes interactive hotspots that highlight the car’s moonroof, LED headlights and 18-inch alloy wheels.
The user is prompted to explore these features up close and can even go inside the vehicle to view its interior in 360 degrees.
The AR unit uses 8th Wall technology, meaning the three-dimensional model is interactive.
It provides users with the ability to tap and turn the headlights on, open the moonroof and tap to see the 18-inch wheels turning.
Toyota is targeting Hispanic car buyers with the AR ad campaign, which the automotive manufacturer created with Latino marketing agency Conill and immersive tech development platform 8th Wall.
“We always want to offer our guests a greater vehicle experience,” explained Cynthia Tenhouse, vice president of vehicle marketing and communications at Toyota Motor North America.
“The new generation of Hispanic car buyers are an incredibly important audience for Toyota, so we’re excited to deliver an engaging digital experience that produces a unique opportunity for consumers to visualise and engage with the greater-than-ever Corolla at the touch of their fingertips.”
Veronica Elizondo, vice president and group creative director at Conill, added: “We sought to help our young Latino audience experience the Corolla sedan where they spend most of their time: on their mobile phones.”
“This type of execution, without the need to download apps, goes beyond traditional media channels and reinforces Toyota’s position as a leader in innovation and technology.”
Commenting on the ability of AR to connect with new customers, Erik Murphy-Chutorian, chief executive officer of 8th Wall, said: “Augmented reality provides a natural and intuitive way for people to consume digital content, and brands can leverage this to build a more authentic relationship with their customers.”
“The web-based AR experience that Conill created for the Toyota Corolla sedan using 8th Wall technology is an example of an interactive, immersive advertisement that can be experienced within the mobile browser, allowing the customer to virtually bring the product into their own environment.”
“This not only provides important context and visualisation for technical features to the user, but it helps to qualify customers before they arrive at the dealership.”
Image and video credits: Toyota / Conill