The Bold New Camry – Digital Comic Book
Toyota - Camry
The Marketing Challenge
To break through the rational connotation people have of the Camry and create a more emotional perception of it, and highlight its bold new avatar.
To entice a younger demographic of consumers to consider the Toyota Camry as a great purchase and one that comes with peer acceptance.
– Capitalizing on the TVC and extend it online, as an interactive microsite designed with mobile first approach and optimized across platforms.
– The aesthetics approach was contemporary and graphic novel style that communicated effectively with the younger audience.
– The campaign kept the audience central to the plot and wove personalized stories around them, using their social credentials. The experience could be later downloaded as personal comic book.
– It was even extended as one of the most popular activations at
the Dubai international motor show.
Al-Futtaim, Dubai (GMASCO)
Digital Art Director
Digital Account Manager
Media Monks Producer
Media Monks Main Monk
Astrid Van Essen
Mobile Site of the Day
October 01, 2015
2016 Digital MENA Awards
Gold – Best Web Platform