To promote its 2018 Camry model, Toyota worked with Saatchi & Saatchi to create a print ad with a difference: a multi-sensory pop-up ad that really drove home how it feels to be sitting inside the car.
The ad was formatted as a gatefold insert that was distributed with InStyle magazine to all of the magazine’s print subscribers. Upon opening the magazine to the ad, the reader was presented with a double page spread with two tactile car doors, along with the tagline ‘Indulge your senses in the 2018 Camry’.
The reader then uses the handles to pull open the ‘doors’, revealing a pop-up interior of the 2018 Camry. The scent of leather greets the reader’s nose at this point, as the scent has been infused into the print materials. To mimic the heart rate monitor that is fitted into the vehicle, the door handles contain buttons that trigger an electronic display (complete with sound effect), simulating a heart rate recording.
Taking a conventionally two dimensional, monosensory medium and turning it into something three dimensional and multisensory is a canny way of creating an immersive and memorable experience for readers.
“By re-creating the 2018 Camry dashboard in a sensory pop-up experience, complete with sights, sounds and a new car scent, Toyota is using a breakthrough stylish creative unit to capture attention and engage with readers,” said Nancy Inouye, media director, Toyota Motor North America.
ADD WORKGROUP