Frederick Tadeo — Senior Multi Media Designer & Videographer — Dubai

The Bold New Camry – Digital Comic Book

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.

Objective

To entice a younger demographic of consumers to consider the Toyota Camry as a great purchase and one that comes with peer acceptance.

Execution

– 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.

Credits

Agency
Al-Futtaim, Dubai (GMASCO)

Creative Director
Shaun-Dean Thomas

Art Director
Jan Stoop

Digital Art Director
Frederick Tadeo

Digital Account Manager
Mallika Gaur

Creative Production
Media Monks

Media Monks Producer
John Davey

Media Monks Main Monk
Astrid Van Essen