Toyota Africa partnered with ad agency DraftFCB Johannesburg and digital company Hellocomputer to bring the Toyota RAV4 product site to life in an outdoor bike trail at the Bryanston Cycle Park in Johannesburg.
Digital content from the product website were brought to life on a 1.8-km cycling track that was fitted with sensors, custom-built mechanisms, and WiFi. There were wooden overhead panels with a menu bar that featured different sections or ‘web pages’ such as Models, Design, Safety, Interior, and Book a Test Drive. Riders had to select which section to go to by tapping wooden buttons along the trail. Choosing an option would trigger other buttons along the trail to change. Information would pop up along the track as the cyclists go through the different ‘web pages.’ The participants were also able to tweet during their ride by tapping on wooden Twitter buttons along the tack.
Towards the end of the track, the riders were prompted to book their test drives and a tree stump printed out their test drive booking slip, which also served as their entry to a competition. The participants also rode through a ‘refresh’ button that ‘refreshed’ the track for the next set of riders, and also sprayed the riders with cool water.
The outdoor website, which was designed with the help of cyclist and Toyota ambassador Andrew McLean of Toyota Cycle Lab, was created to illustrate that with the Toyota RAV4 users can go for real adventures any time.
Watch the video below to see more of this outdoor website.