Campaign Overview
Compact-SUVs are one of the fastest growing segments in the automotive industry. With both gas and hybrid models Toyota’s RAV4 is a leader in the space. But with so many features and models how do you highlight everything a consumer is looking for? Toyota chose expandable display for its large canvas, interactive features and data collection opportunities.
Toyota partnered with the Contobox platform to put their showroom experience inside a display unit. Each model’s section was loaded with interactive features and information. Including individual 360º views, interior photo galleries, a colour customizer, and hotspots highlighting key features. The unit also featured a dynamic dealer locator and a “request a quote” form to gain more leads.
To find new valuable audiences similar to their most engaged users, Toyota used Contobox’s Adobe integration, harnessing machine learning and algorithmic segmentation to create lookalike models. They then activated on the 1st party engagement data, dynamically retargeting the most engaged users with optimized creative.
Using a cost-per-engagement model Toyota only paid for 100% viewable engagements from qualified users. This allowed Toyota to build a full funnel strategy, executing on several marketing goals at once: impressions for awareness; engagements for interest, retargeting and lookalike audiences for decision and action.
The campaign delivered a performance worthy of an encore exceeding all platform auto benchmarks:
- Unique Engagement Rate: 0.92% – 41% higher
- Time Spent: 18 seconds – 21% higher
- CTR on Engagements: 3.78% – 44% higher
- Interaction Rate: 426% – 157% higher
An independent Nielsen study found that the campaign increased purchase intent by 42% – 9.2X higher than the auto intent average and 24% higher than Nielsen’s benchmarks for the 90th percentile of all auto intent campaigns.
Ultimately the campaign’s real-time data strategy lead to a conversion rate of 2.73% – 129% higher than industry benchmarks.
Expandable Creative
pre-expanded Creative
Optimized Creative
Credits
Toyota RAV4
- Michael Cudmore (TCI) – Consultant, marketing communications
- Jade Monteiro (TCI) – Consultant, marketing communications
- Caitlin Cameron (TPM) – Director Project Manager
- Daniil Gromov (TPM) – Consultant
- Darrell Martin (TPM)
Saatchi
- Andreas Doerig, VP, Account Director
- Shae Jones, Account Supervisor
- Jason Finney, Senior Media Planner
- Kris Wisesa
Contobox
- Jennifer DeFrenza – Account Executive
- Toni Adolfson – Senior Account Manager
- Scott Victor, Director, Experience Management
- Chris Constandinou, Manager, Front-End Development
- Firuz Azizov, Project Manager
- Eugene Kozlov, Developer
- Yustin Musidi, Developer
- Jordan Lacopo, Developer
- Erick Benzo, Developer
- Haris Rizwan, Quality Assurance
- Farrukh Gaffarov, CTO