Toyota wants people to know its cars are so reliable that drivers rarely need to look under the hood. So its agency, Del Campo Saatchi & Saatchi began to imagine what might lie beneath.
Using Del Campo left-of-centre thinking, those mysteries include a tryst between Marilyn Monroe and Elvis, the mafia burying a body and sex in a toilet cubicle.
The app recognises any Toyota model by license plate recognition and renders it exactly – same colour, same model, same license plate. The hood then opens to uncover the inside story. The app interacts with users – guests at a surprise party for octogenarian, Hugo, note that you’re not him. The couple having sex invite you in for a threesome.
The application has become the second most popular download from the Apple Store Spain with 100,000 downloads, and number 1 on Google Play Spain.
The idea was developed by Maxi Itzkoff and Mariano Serkin, chief creative officers Saatchi Europe, who note, “We are very proud we beat Candy Crush at least for a week.”
The app is part of an integrated campaign, that turns Toyotas into a new media channel. There are three TV spots, print, outdoor and digital.