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Unheard of: A fully digital launch in a unprecedented context

Toyota-Yaris-Cross-All-urban-all-SUV

Challenge

The brand-new Yaris Cross should have been launched at the Geneva International Motor Show. But the situation changed due to the health crisis. How could the world launch of the Toyota Yaris Cross go ahead in full lockdown?

Idea

The new Yaris Cross, All urban, all SUV,

The first online car launch.

An extraordinary situation, an extraordinary launch. The launch video was designed thanks to upcycling: existing images were collected to give them a second life. The sequences selected show the car in an urban setting, able to adapt to each challenge encountered. We added graphics to outline the lines of the Yaris Cross. In order to ensure the launch, which usually happens during shows or physical events, we organised a fully digital launch to get all of the sector’s journalists and stakeholders together on one platform.

 

Toyota-Yaris-Cross-All-urban-all-SUV
Toyota-Yaris-Cross-All-urban-all-SUV
Toyota-Yaris-Cross-All-urban-all-SUV

Plan

  • 100% digital campaign

Results

Reach
37,8M
Benefits
9,7M
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