1. Case Study _Toyota Etios
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BACKGROUND
Toyota had its inception in India in the year 1997, and from there has slowly witnessed a
steady growth in the Indian market. Toyota launched the Etios Liva in June 2011, gaining
entry into the highly popular premium hatchback segment. The car was launched to target
the middle income segment in India.
BUSINESS CASE
Toyota wanted to leverage a mobile platform to drive engagements through traditional
media investments. The Brand wanted to adapt the engagements to specific campaigns
based on the communication objectives.
SOLUTION
The print communications from Toyota were augmented to enable consumers to engage
with specific brands of Toyota. Explicit Call-for-action across multiple mediaensured to
educate consumers on the engagement possibility. The engagements included digital
content like 3D model of the car, product brochures, branded videos/TVCs, social media
connects etc. 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.

2. Case Study _Toyota Etios
http://telibrahma.com Follow us on http://www.facebook.com/pointartapp
RESULTS
 50,000+ rich media engagements were achieved across several campaigns
 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 campaigns
 Campaign was delivered on more than 150 mobile make and models with 65% of
them experiencing car on 3D and 85% of them downloading mobile content
HIGHLIGHTS
A first-of-its-kind ‘Near LIVE experience’ was created for the consumer. The brand’s logo
was transformed into a 3D interaction that users toyed with. Both Brand building and
Response generation was achieved at the same time delivering superior ROI. The campaign
demonstrated the fact that logo recognition enables scalability of the campaign across
media. Scaling up Augmented Reality across media would ensure higher impulse to impact
ratio. Enabling 3D based experience would bring out viral benefit to campaign.