Homepage Menu RAV4 TOYOTA More than just a big header image CHALLENGE The new Toyota RAV4 (High Power Hybrid) was introduced in 2019. An adventurous and sporty model with a lower ecological footprint. The car promises “Even better exciting mobility for all”. As good as that sounds, “for all” doesn’t immediately attract the individual consumer. “Exciting mobility for each individual” would be a better fit, since everyone has their personal reasons to choose a specific model or type of car. Toyota asked Greenhouse to develop a highly personal, innovative campaign. SOLUTION In collaboration with Wavemaker, Greenhouse developed an innovative way to let consumers compose their own RAV4 commercial. A video with clickable call-to-action, which let the consumer pick between the options “High Power” or “Safety”. By letting the consumer decide, the course of the video relevance and scalability were combined. Through this, we got the most of our creation and eliminated a known disadvantage of personalized creations: low reach. PERFORMANCE The view rates increased (+61%) in comparison with videos that had no interactive element. Through an additional data layer in the inhouse developed KOSI tool it was also possible for us to: Measure how many users made which choices Monitor the view rates of: The users that didn’t choose for either option The users that actively chose for option A The users that actively chose for option B Increase relevance and effectiveness of future campaigns Retarget consumers with higher relevance Consumers happy. Toyota happy too. DRIVE CRAZY EINDHOVEN De Admirant Emmasingel 11 5611 AZ Eindhoven Directions +31 040 235 21 21 info@greenhousegroup.com AMSTERDAM WPP Campus Amsteldok Amsteldijk 166 1079 LH Amsterdam Directions +31 020 236 4102 info@greenhousegroup.com SITTARD La Ligne Wolf en Hertzdahlstraat 20 6131 MV Sittard Directions +31 046 707 4992 info@greenhousegroup.com LinkedIn Instagram Facebook Twitter Privacy statement © 2021 Greenhouse Group B.V. All rights reserved