Toyota and Lexus
Chad Beasley, vice president of sales and creative development, Jumpstart Automotive Media
Brand Name: Toyota
Agency/Site Creator: Periscope, out of Minneapolis, in conjunction with Saatchi & Saatchi of Los Angeles and Jumpstart Automotive Media
URL: http://ebay.toyota.com/special/Gallery_Motomachi.htm and http://ebay.toyota.com/special/Gone___ing.html
What is unusual and effective about this website?
Gallery Motomachi presents the "art of Toyota" in a way only the internet can, taking the unveiling theme of an auto show a step further. The name comes from the location of the first Toyota assembly plant in Japan, and the site portrays the vehicles being admired like artwork after coming off the assembly floor. The models highlighted include Yaris, Camry Hybrid and RAV4. The second section portrays three concept vehicles: Alessondro Volta, PM and CS&S.
The microsite does a great job of introducing the new Toyota models and showcasing the latest vehicles and attributes. The opportunity is there for the user to drill down to get more specifics on each vehicle. The expanded real estate allows room to explore the overriding themes of affordability, fuel efficiency and environmental responsibility. The concept vehicles are guaranteed to garner some feedback, which is exactly what happened with the '06 FJ Cruiser to push it to production.
The tagline, "Gone __ing" (gone blanking), identifies with the lifestyles and leisure activities of a Toyota truck owner. Toyota, at the time, was preparing for one of the most important vehicle launches in its history, the new Tundra. This site does a great job of showcasing the versatility and capabilities of both trucks.
This microsite provides enough real estate for nine blank-ings that speak to the core enthusiasm of truck owners. That enthusiasm even comes across in the different ways available to navigate through the experience. In the end, the attitude and personality of both trucks is clear.
How does the website fit into and complement the overall brand strategy for the company?
Toyota had many vehicle unveilings in 2006. And one of its largest online partnerships to help promote these launches was with eBay and eBay Motors, the passionate online community of millions of individuals and businesses. The program engaged the eBay community and drove demand for Toyota vehicles by tapping into the shared passions and principles of the eBay community and Toyota buyers. The program also allowed the eBay audience to experience Toyota in a new way (you couldn't get to these sites from anywhere else).
How would you improve this website?
Both sites could have provided the consumer with additional tools such as video, zooms, et cetera.
Brand Name: Lexus
Agency/Site Creator: TeamOne Advertising
URL: The LS Executive Tour
What is unusual and effective about this website?
This site is unusual and effective because it provides a consumer experience that is as good as being in the vehicle itself. Every feature of the vehicle is highlighted within a rich, interactive environment. It is very flexible and allows the consumer to make video selections and skip, pause and rewind.
How does the website fit into and complement the overall brand strategy for the company?
The quality of the intro Flash movie, images, video and 360-degree views match with what you would expect from the Lexus brand. The look and feel of the entire site is modern and aligns perfectly with the Lexus brand. The way the microsite sits separately from the rest of Lexus.com points to just how special the LS is.
How would you improve this website?
This site could be enhanced with more raw videos, possibly shot from auto shows, test tracks, et cetera. Also, Flash interactivity (overlays) integrated within the videos could pull the consumer into the content even further.
