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Toyota breaks the mold with its bold new campaign for the Battery Electric Urban Cruiser, using abstract concepts to spark curiosity and connect with a broader audience.
Together with agency Virtue London, the car giant launched a microsite and a short social media post revealing the "e-collection:" highly stylistic ideas that cater to music lovers, fashion enthusiasts, nature lovers, and professionals.
Visualized and designed by TwoMuch 3D Design Studios, the collection included:
- The Thinktent
- The Chirpmate
- The AdjusTable
- The DualGuitar
- Notification Nails
- All wheel drive sneakers
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While these concepts can't be obtained individually, Toyota eventually revealed that they all translate into features that the new Battery Electric Urban Cruiser contains.
Innovative and eye-catching, the latest efforts mark an unorthodox brand marketing strategy meant to reach new audiences and pique their interest — all without revealing the new vehicle right away.
“We wanted to reimagine the role that cars can play in the worlds of real people and real communities. Each concept from last week’s release represents just a glimpse of the capabilities and creativity embedded in the new Urban Cruiser by Toyota," VIRTUE Worldwide CCO Chris Garbutt shared in a statement.
Meet the E-Collection
In a dedicated microsite, Toyota welcomes viewers with a short video introducing the "e-collection" taking the internet by storm.
"If you've seen it, you're probably curious. If not, where have you been?" the narrator says.
We then get a look at each of the concepts, starting with ThinkTent, "a compact yet spacious solar-powered mobile workspace."
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The narrator then introduces a bird-shaped "calming urban companion" called ChirpM8, an intuitive table called AdjusTable, an energy generator called "DualGuitar," and "all-weather icon" sneakers dubbed "AWD."
Lastly, we're introduced to the Notification Nails, nails that change colors with notification alerts.
In the end, the narrator reveals that all concepts reveal the state-of-the-art features of the new Battery Electric Urban Cruiser.
Recently, Toyota and H/L launched a spot starring NFL star Brock Purdy.
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