How it works?
With the help from Saathi & Saatchi LA agency Toyota presented an interactive game banner. In the beginning it simply states that Yaris is a car and takes you from point A to point B. It also invites to find out more by clicking the CTA. What is not so obvious is a little box, which holds one of a three hidden games in it. On click, a pixel style game is loaded in the banner. The aim of the game is to simply drag a car from start to finish point using a computer mouse. At the end the score is shown and users are presented with options of either playing again or finding a bit more about the car by clicking through.
We cannot argue that the whole idea of Toyota Yaris being just A CAR stands out well in the competitive automotive market. On the other hand, we are not quite sure if that is the best positioning as it does not add any points when customers are deciding what car to buy. The game itself is well coded and seems to match the very basic positioning of the car in a perfect way. A bit dull and boring, but quick to play game may be a good way to reach busy customers, but at the end it still needs to add value to the brand, which we are not really sure about in this case. Nevertheless, the banner won the 2012 Internet Advertising Competition Award.
Thanks for its clever match with the whole campaign.