The Campaign

What would the car be like, in 20 years time? TOYOTA and our creative team developed a drivable prototype, and showcased it the 2013 TOKYO MOTOR SHOW. At the show, the audiences were able watch a driving demonstration, and interact with the car in real-time through their smartphone app. This app allowed people from around the world to participate in the exhibition as well.

Results

What would the car be like, in 20 years time? TOYOTA and our creative team developed a drivable prototype, and showcased it the 2013 TOKYO MOTOR SHOW. At the show, the audiences were able watch a driving demonstration, and interact with the car in real-time through their smartphone app. Our exhibitions were based on a dramatic story. The car body that can actually be driven moved according to the story, and the LED screens on the car body expressed the its reactions and emotions according to situations. We also prepared simulators at the venues and smartphone app to enjoy the simulation of intuitive driving as well as participate in an online race that is part of the story.

It was created for the Tokyo Motor Show 2013 and the visitors could join the interactive exhibition at the TOYOTA booth. Ever since the interactive exhibition has been used at several motor shows around the world.

This concept car and its promotional activities attracted the enthusiastic attention of various media. Our success was particularly noted in social media, with users who experienced the intuitive driving in real-time generating a great buzz. At the motor shows, 764,000 people experienced the exhibition, and 15,000 people participated via smartphone. Even now, countless people at motor shows around the world are experiencing what "Fun to Drive" means in a world where automatic driving is a matter-of-fact.