This is a very interesting idea, and the execution is really amazing, not sure how useful it is though, but it’s an interesting way to engage your target audience.
The new RAV4 is built for the outdoor adventurers – the guys who spend their weekends hiking and cycling, and not behind their computer screens surfing the net. That’s why we decided to take the new RAV4 website to them, on a 1.8km cycling track, so that they could explore the new RAV4 in their outdoor environment.
With the help of some very innovative technology, we literally built a real-life RAV4 website in the great outdoors, so that not only looked like the online version, but behaved like it too. Cyclists could trade in their mouse for a mountain bike, and navigate the RAV4 Outdoor Website.
Agency: Hellocomputer & Draftfcb Johannesburg
Executive Creative Director: Kerry Friend
Art Directors: Matthys Esterhuysen, Adrian.Teixeira-Porrescas, Jade Amic
Copywriters: Camilla Clerke, Jesse Coetsee
Production: Michelle Geere, Justine Grimmer
Technology Design: Johan Pieterse, Nathan O’ Gates, Thingking
Build: Thinkging
Director and Editor: Hellocomputer, Blackenvelope Films
Chief Creative Officer: Brett Morris
Samer Marzouq
Digital Media Superhero, Online Marketing Pro, Mad-Men Fellow, Tech Junkie, Advertising Whiz, Chief-Blogging-Officer, Bilingual Copywriter, Amateur Photographer
