The Corolla is a lot like a good pop song. A cultural phenomenon that might not break new ground but its production quality is amazing and it stays with you forever. That’s why we celebrated Corolla's heritage through a history of pop music, then introduced the next generation as an elevated progression of the classic.
The whole feeling of an amplified experience was extended to the art and copy in the print advertising. We shot between takes on the broadcast set to convey the same energy throughout the campaign.
We partnered with X-Box to integrate the campaign into games that reflected our tone, along with original demo videos featuring artists and technologists moving pop culture forward.
We also wanted to get the new Corolla into the hands of a younger generation… literally.
A virtual test drive gave them a taste of what the new model felt like to drive, through a mobile gaming experience.
With over 250,000 users in the first 3 months, at 3+ minutes per drive, we generated 30% more mobile shoppers and were honored as FWA Site of the Day.