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 focus on key audiences using data to target and serve content that would resonate with them.

Our Approach

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. 

Facebook Canvas

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.

Carousel Videos

We took the 4-second Adventures and cut them up further to develop these fun boomerang and loopable video carousels.  

Credits

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

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