BACKSEAT DRIVER

TitleBACKSEAT DRIVER
BrandTOYOTA MOTOR SALES AND MARKETING
Product / ServiceTOYOTA
CategoryA08. Best Use of Other Digital Platforms (Incl. Mobile Devices)
EntrantPARTY Tokyo, JAPAN
Entrant Company:PARTY Tokyo, JAPAN
Advertising Agency:PARTY Tokyo, JAPAN

Credits

Name Position
Party Creative Director/Technical Director/Art Director
Takayuki Sugihara (Roughark)/Party Designer
Nao Tokui (Qosmo)/Party Programmer
Rie Fujinaka (Noppo) Pictogram Designer
Yoshiyuki Odajima 3d Designer
Party/Seiichi Saito (Rhizomatiks) Producer
Tomoko Kataoka (Manual Of Errors Artists)/Yu Yamaguchi (Manual Of Errors Artists Sound Design
Engine Plus Movie Production
Party Creative Agency

Results and Effectiveness

The application was downloaded more than 100,000 times, and was covered by numbers of global media especially on the internet. The app allowed not only many kids, the future drivers, around the world to experience the 'Fun of Driving' but also successfully communicated the brand message to the adult drivers.

Creative Execution

Backseat Driver is the first digital toy from ToyToyota. It's an iPhone app which allows kids to enjoy driving from the backseat of the car. By using the iPhone's GPS function, the player is able to drive a virtual car, which moves along with the real car that he/she is riding. The 'Backseat Driver' offers the passenger a new way to enjoy driving.

Insights, Strategy and the Idea

As a car company, Toyota wanted to express the 'Fun of Driving' to the kids. They wanted their future drivers to experience the joy, and love cars. From this thought, 'ToyToyota' a toy brand Toyota was born.