It's how you get there

Helping creative people get to wherever they need to go, in their lives and careers as well as their geography, is the idea behind this ten day campaign targeting San Diego's young creative community. The message is that Yaris fits the creative lifestyle. The objective was to evoke an affinity and passion within the target market for the Yaris by establishing an online community of local creatives around the Yaris brand. 

The campaign was centered around a website offering prizes for creative submissions. The website included interactive Flash elements, viral videos, creative inspirations, and above all, the artwork and stories form San Diego's creative community. During the ten day campaign, the homepage recorded over 8500 hits and 900 unique visitations, and there were over 360 submissions to the site. 

Digital Mailer

This email ad  was sent to young creatives in San Diego. Similar banner ads were posted on local blogs, websites, and Facebook pages. Posters and postcards were also distributed to creative locations around San Diego. 

Gallery Page

Users commented that posting their artwork, viewing other submissions and reading the stories was fun and addictive. 

Creative Destinations

This Flash based page featured engaging graphical navigations, including an interactive billboard with a rotating display of Yaris features, and a hovering blimp that links to the Toyota website. 

Interactive Map

Sometimes how you get there depends on where you go. This map of creative hangouts in San Diego has pulsating red dots that when hovered over reveals information about the location.