Toyota has partnered with Conill and 8th Wall to launch a Spanish, web-based augmented reality (AR) advertisement for its 2020 Corolla sedan that specifically targets young, Hispanic-American car buyers. Spanish-speaking Android users will be able to learn more about the vehicle’s moonroof, LED headlights, and wheels by tapping on the vehicle by taping on hotspots that play animations of the vehicle. They will also be able to see the car interior in a 360 degree view.
“We sought to help our young Latino audience experience the Corolla sedan where they spend most of their time: on their mobile phones,” said Veronica Elizondo, Vice President and Group Creative Director at Conill. “This type of execution, without the need to download apps, goes beyond traditional media channels and reinforces Toyota’s position as leader in innovation and technology.”
This is not the company’s first ad targeted towards the Hispanic community: Conill is “the nation’s first Latino marketing agency,” and has worked with Toyota in the past to create many Spanish language ads. This is, however, the car company’s first step for into the extended reality (XR) world, joining the likes of BWM’s VR M5 demo, which Chip Pedersen from ZeroLight covered in his VRX interview with us, and Nissan, which brought realistic touch to VR vehicle design. They plan to include iOS users later this year. Toyota is somewhat unique in creating this technology for mobile web instead of a dedicated app, which will no doubt help their accessibility.
“We always want to offer our guests a greater vehicle experience,” said Cynthia Tenhouse, the vice president of Vehicle Marketing & Communications at Toyota Motor North America. “The new generation of Hispanic car buyers are an incredibly important audience for Toyota, so we’re excited to deliver an engaging digital experience that produces a unique opportunity for consumers to visualize and engage with the greater-than-ever Corolla at the touch of their fingertips.”
