Toyota NorCal, in collaboration with creative agency H/L, has recently unveiled a new iteration of its youth campaign.
Toyota Test Track Cruise CTRL is an online 8-bit racing game that captures the attention of younger generations while showcasing the brand's latest cars driving through lush forests, urban cityscapes, and beachside roads.
Players can choose between a Toyota RAV4, BZ4X, Corolla Cross, Prius, or Supra to traverse different terrains, collecting tokens while avoiding various obstacles to rack up points.
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Test Track Cruise CTRL also features an online leaderboard to track scores, similar to classic arcade games.
Toyota is also offering free prizes for lucky players who share their gameplay on Instagram.
You can play the game here.
A Game-Centric Campaign
Developing brand-centric games is not new, historically having provided brands with opportunities to reach younger consumers.
Toyota Test Track Cruise CTRL follows the same principle, enabling a new target audience to interact with the product while showcasing its features in a more fun way using elements of travel, geography, and nostalgia.
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But for Toyota, the campaign's goal is long-term, designed to engage younger and more diverse audiences to ultimately guide them to choose Toyota when buying a vehicle in the future.
H/L has taken the lead in the campaign’s creative development, overseeing various elements including video production, media buying, and digital assets, with PR support from Witness Me.
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Editing by Katherine 'Makkie' Maclang
