Describe the creative idea

The idea was to create the world’s first limited-access digital showroom. Crafted with the same rigour as the machine itself, this online experience took customers from a breathless wait to a ~$100k purchase decision in one frictionless digital journey. The experience put the car entirely in fans’ hands. From their device, enthusiasts could explore the Supra inside and out. From the bold curves of the body, to the emotional pull of being behind the wheel, immersive 3D and motion recreated the machine in staggering detail. We restricted entry to the virtual showroom with an exclusive queuing system, managing demand and creating intrigue. What’s more, we only gave guests 15 minutes – galvanizing purchase decisions at the speed of Supra. We gave thousands of fans the excitement of exclusive access, while giving serious buyers an exceptionally streamlined ordering and purchase experience, without a test drive or seeing it in the flesh.

Describe the execution

With a tight deadline, we created an end-to-end journey that helped build hype and capture an entirely new customer base, manage demand in a way that made a virtue of waiting, and converted high-value sales completely outside the traditional prestige dealership model. We built the Supra from scratch in CGI, created an immersive module that functioned seamlessly within the existing toyota.com.au platform, with animation, sound and made-for-tablet interactivity. The entire Brand Experience Page combined this immersive journey with 360° spinners of the vehicle grades, detailed specifications, grade level pricing and action driven CTAs in the one destination, making the distance from falling in love to purchasing even shorter. This experience drove interested owners to register to purchase the new Supra on launch day. Purchasing guests were taken seamlessly from this experience to a sales portal, where reservations and onboarding were completed.