Toyota RAV4 Adventure Campaign
Toyota RAV4 Adventure Launch Campaign
Toyota was launching the all-new RAV4 Adventure Grade which is more capable and more versatile than ever. They wanted to let the world know, and they wanted to do it on a limited budget.
This became a digital-only campaign designed to really focused on key audiences using data to target and serve content that would resonate with them.
We designed a content structure ecosystem around a single shoot. This would allow us to capture assets both stills and video which we would need for all of the media placements in various sizes and formats.
The all-new RAV4 Adventure Grade was designed to get you to your next adventure as quickly as possible. So we created a series of 4-second stories to show just how quick the RAV4 could get you there. These 18 custom pre-roll videos highlight a feature of the RAV4.
Using data to target audiences that have seen the videos or other awareness content we then served them a series of Canvas units.
These units are designed to provide further details about all the features and capabilities the RAV4 has to offer them.
We took the 4-second Adventures and cut them up further to develop these fun boomerang and loopable video carousels.
Agency: Saatchi & Saatchi LA
Creative Director: Chris Pierantozzi
Creative Director: Seth Rementer
Senior Copywriter: Amadeus Henhapl
Senior Art Director: Max Wang
Senior Art Director: Phil Samartan