With the launch of the all-new Toyota Yaris, Toyota South Africa teamed up with Red Bull X-Fighters to create the excitement that the target market is after. The product traditionally struggled to get much traction and engagement within their core target market. We needed to bring this extreme association to life online.

 

Luckily we had footage from the event of the Yaris tearing around the X-Fighters track. But what do you do with it?

We made clever use of existing content from the event and YouTube’s built-in functionality to create a simple but thrilling Yaris-themed racing game. 

Players chased the Yaris through 4 stages, using YouTube annotations to catch it before time ran out. If they were fast enough to advance through all levels they entered their details to win motorsport themed prizes. Animations included a timer, speedometer and design elements that mimicked the well-known racing game look and feel.

We created a cost-effective experience that mirrored the new exciting styling of the Yaris with an equally exciting racing game accessible to anyone that can play a Youtube video.

And better yet, the game worked out to be more cost-effective Rand for Rand than an equivalent media spend, furthering the argument that creative work works.