To promote Toyota's Yaris Hybrid in the most fun way possible, Saatchi & Saatchi Europe created 'The Musical City' in Prague.
The stunt involved swapping street signs for popular song titles, sending people out for a test drive in the Yaris Hybrid and asking them to sing along. The stereo system in the car was connected to the GPS onboard, so that drivers had to make choices at forks in the road where one direction change the music to something like 'Heart of Glass,' while the other way would start 'Ain't No Sunshine.' Although most of the drivers should probably not drive off and try to get themselves record deals, the whole stunt is fun and silly, plus it's a great way to put technology to work to show off the "Yaris Hybrid experience."
Musical Test Drives
The Musical City by Toyota is a Choose-Your-Own Playlist Adventure
Trend Themes
1. Interactive Advertising - Creating immersive brand experiences through interactive advertising campaigns like 'The Musical City.'
2. Connected Car Technology - Incorporating GPS-based music selection in car stereo systems to enhance the driving experience.
3. Experiential Marketing - Utilizing unique and entertaining experiences, such as test drives with customizable soundtracks, to engage consumers and promote products.
Industry Implications
1. Automotive - Integrating innovative technologies like connected car systems and personalized experiences to enhance the appeal of vehicles.
2. Advertising - Leveraging interactive elements and immersive campaigns to create memorable brand interactions and increase consumer engagement.
3. Marketing - Exploring experiential strategies that provide unique and entertaining encounters to connect with customers and generate brand awareness.