Toyota wanted to leverage mobile platforms to drive engagement with their brands. They used POINT to enable consumers to engage by capturing Toyota brand logos in ads. This allowed consumers to receive 3D models of vehicles they could interact with, view vehicle interiors, and register for test drives. Over 50,000 rich media engagements occurred across several campaigns, with over 3000 test drive registrations and 7500 social media mentions generated. The campaign provided consumers with an immersive "near live experience" of Toyota vehicles through their mobile devices.

1. Case Study – Auto
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Toyota – Driving Mobile Innovation
• Toyota wanted to leverage a mobile platform to drive
engagements through traditional media investments.
• Toyota wanted to adapt the engagements to specific
campaigns based on the communication objectives.
 POINT was deployed to enable consumers to engage with specific
brands of Toyota by capturing the creative / brand logos.
 Explicit Call-for-action across multiple mediums where product
logo/ad creative appeared to educate consumers on the engagement
possibility.
 Communication and engagements were customized for each
campaign based on the objectives and consumer expectations. The
engagements are distributing digital content, driving traffic to social
media initiatives, delivering product brochure or driving 3D based
engagements.

One of the engagements was
a peppy Liva song and Liva
Music video that featured
India’s lead musician and
resonates with the present-
day youth.
On capturing this logo from
newspapers and boarding
cards, users received a 3D
overlay of the car on camera
that he/she could move/turn
and experience the car Live
on the mobile.
Users also got to check out the car interiors, register for a test drive and most
importantly, view the Toyota Liva video on their mobile. Overall, a ‘Near Live
Experience’ was delivered with this engagement.
On capturing product logos a detailed brochure on the products was delivered helping
consumers get details about specific products.

2. Case Study – Auto
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Similar engagements were also delivered for Toyota Fortuner
 50,000+ rich media engagements were achieved across
several campaign out of which…
 3000+ users registered for a Test Drive
 7,500+ users spoke about the car on Social Media
 More than 25% of the users engaged multiple times
across several campaign
 Campaign was delivered to more than 150 mobile make
and models with 65% of them experiencing car through
3D and 85% of them downloading mobile content
 A first-of-its-kind ‘Near LIVE experience’ for the consumer
 Logo transformed into a 3D interaction that users toyed
with
 Both Brand building and Response generation at the same
time delivering superior ROI
 Logo recognition enables scalability of the campaign
across the medium
 Scaling up AR across mediums would ensure higher
impulse to impact ratio
 Enabling 3D based experience would bring out a PR and
viral benefit to campaign