In what is hailed as a world-first innovation Toyota, its advertising agency DraftFCB Johannesburg and digital agency Hellocomputer rebuilt the digital RAV4 product website on an outdoor bike trail at the Johannesburg Cycle Park. The outdoor website was created over this past long weekend.
“In 1996, the RAV4 created a niche for people looking for a compact urban SUV that did not shy away from a weekend adventure. To further reaffirm this, we have taken some of the digital content created for the RAV4 and brought it to life in a real-life website that you cycle through and interact with – a real weekend adventure, thanks to the RAV4,” says Calvyn Hamman, Senior Vice President of Sales and Marketing at Toyota SA Motors.
The ‘website’ featured several web pages that cyclists ride through, with different pieces of information popping up in their surrounds based on the hyperlinks that they slap on their way through the trail. The site also allowed riders to tweet their actions through wooden Twitter birds located along the trail, while a tree stump at the end of the trail magically delivered a printed fact sheet and test drive slip.
The outdoor website was designed with the help of acclaimed cyclist and Toyota ambassador Andrew McLean of Toyota Cycle Lab. Andrew was on hand on Saturday to test the final product and receive the keys to a fleet of new Toyota RAV4 models for the Toyota Cycle Lab.
Toyota Cycle Lab partnership to continue
In handing the keys of the new fleet of Toyota Cycle Lab RAV4 to Andrew and his team Calvyn Hamman announced that Toyota South Africa Motors has reaffirmed its support of Cycle Lab for another two years.
“Cycling is one of the fastest growing sports in South Africa and an integral part of the active lifestyle that RAV4 owners enjoy. We are proud of our association with Cycle Lab as the largest cycle club in South Africa and look forward to many more years together on the road,” says Hamman.
The Toyota Cycle Lab club is the largest of its kind in South Africa and has members and facilities in Nelspruit, Johannesburg, Pretoria, Durban, Cape Town, Pietermaritzburg, East London and Polokwane.
The partnership with Cycle Lab is one of many in which Toyota actively supports an active lifestyle. Toyota is a key sponsor to the Comrades, the Toyota Athletics Club and the Toyota Cheetahs and its development rugby teams. It has also donated seed funding to the 1.5m from cyclist Safe Cycling Campaign.