Targeting customers who had already owned smaller Toyotas for practical reasons, Toyota wanted to position their RAV4 as a more adventurous next-level option. Our task was to show these customers that Toyotas were vehicles that could grow with them as they developed new interests, such as exploring the great outdoors.
Leveraging the exploding adult coloring book phenomenon, we partnered with the premier coloring app, Pigment, to create an immersive brand experience. Having commissioned an artist to create a series of themed illustrations that showed off the RAV4’s diverse capabilities, we invited our audience of 25 to 40-year-old working men and women to spend time coloring in each app page. As they engaged, they would discover the various ways the vehicle could fit their lifestyle.
Our audience loved the creative ride. The branded app pages generated 51,851 users, with 83,123 pages colored in total. That meant the average time spent coloring was 37.2 minutes per user — far exceeding our five-minute target. All told, we saw over 1.93 million minutes of interaction with branded content.