Dramatic ad lets users “unfurl” the homepage and try out Toyotas in a rich-media adventureland
Toyota is “Embracing the spirit of adventure. Not just for the sake of getting there, but for the sake of going there.” To bring that marketing motto to life, Toyota has made an adventure out of Yahoo!’s homepage canvas with a custom takeover that literally unfolds before your very eyes.
The ad-venture begins when the user lands on the page and sees a corner of the live page content peel back next to the 300x250 ad unit on the right. “Expand to Explore” kick starts the road trip.
That dangling corner rips open the canvas to reveal an outdoor landscape ready for driving fun. A 640x380 inset video plays a one-minute montage of Toyota’s top models in action.
Along the bottom is a trio of thumbnails that will take you to different sections of Toyota’s “Let’s Go Places” site, where users can test drive three models--- the Avalon, Toyota’s four-door flagship sedan; the Fun-vii three-seater with interior colors to match your mood and a display-capable exterior; and the Tundra CrewMax, aka the Endeavour, so called because it’s the same model that towed the NASA shuttle of the same name along the streets of Los Angeles.
Toyota’s custom takeover with video is a visually striking piece of rich media which delivers the brand’s core message while the user retains full control of the experience.
Click here to go places.
---Thomas T. Lady