The best selling car of all time hasn’t always been the sexiest one. In fact, when you think of the Corolla, words like safe, reliable and affordable come to mind. So to launch the all-new, completely redesigned Corolla, we first had to change people’s perceptions of it. We had to tell them to forget their preconceived notions. Unthink the past. In other words, “Unexpect Everything.”
We targeted our message directly to millennials, partnering with major media platforms like Tumblr, YouTube and Starbucks, to create a fully integrated, content-driven, digital campaign.
We recruited YouTube influencers to create mind-blowing content of their own, including a virtual reality arcade experience using the 3D gaming technology Oculus Rift.
STARBUCKS WI-FI VIDEO
We sponsored free Wi-Fi at Starbucks, which included an animated video illustrating the history of the Corolla from its introduction in 1966 to the present-day new redesign.
There's nothing standard about the totally redesigned Toyota Corolla, including the pure joy of driving it.
We created a retro-style video game to highlight the Corolla’s new features.
The campaign hub lived on Tumblr, where we housed content highlighting the new features of the Corolla with GIFs, PICs, animations and more.