Toyota was preparing to launch the Etios, a compact car designed for everyday life.
The obvious approach was to highlight its features and performance. Instead, we asked a different question: what meaningful experience could only happen because someone had access to this car?
Using Toyota’s CRM database and social channels, we identified people whose mothers lived hours away and whom they hadn’t visited in a long time.
The product launch became an opportunity to reconnect families.
We transformed the test drive into a personal journey.
Instead of asking people to drive around the block, we invited them to drive hundreds of miles to surprise their mothers on Mother’s Day.
Each trip became a real documentary about distance, emotion and reunion, allowing people to experience the Etios through one of the most meaningful drives they could take.
The launch wasn’t remembered because people tested the car.
It was remembered because they remembered why they drive.
