Del Campo Saatchi & Saatchi Madrid has launched a new campaign for Toyota based around the idea that Toyotas are so reliable that drivers never have to look under the hood.
The campaign is based around an interactive mobile app which recognizes Toyota models via license plate recognition, renders it and virtually opens the hood to tell its story. In the above video, introducing the concept, a young girl asks her father if he’s ever opened the hood of the car while horror music plays in the background. He replies that he hasn’t and runs the app as viewers are given a preview of what kind of “Mysterious Stories” might wait for them, including a gangster burial, long-hiding star and one story that gets a little risque. In each case, the characters interact with viewers in intriguing ways.
The app, part of an integrated campaign also including broadcast ads, print, outdoor and digital components, became the most downloaded app for Google Play Spain and number two for Apple Store Spain. Speaking of the app’s success, Maxi Itzkoff and Mariano Serkin, chief creative officers at Saatchi Europe, said, “We are very proud we beat Candy Crush at least for a week.”