This immersive web based virtual Experience was part of an award winning marketing campaign created for Toyota. The experience allowed customers to explore a virtual world inspired by the limited edition Aygo X UNDERCOVER collaboration with Jun Takahashi. Notable figures, including musician Lu, model and artist Ali Honcharuk, and poet Wilson Oryema, served as guides throughout the journey along with a visit to Jun Takahashi’s Office.
Our collaboration with Spring Studios involved crafting a tailor-made 360-degree immersive virtual experience for their client, Toyota France. The aim was to develop a browser-based platform that allowed Toyota customers to engage with the virtual environment seamlessly, without the hassle of app downloads. This unique experience features a series of prerendered scenes derived from a 3D model of an imaginative virtual world, enabling users to navigate its streets at their leisure.
To enhance the journey through this virtual experience, we introduced three 3D avatars representing Jun Takahashi’s models: Lu, Ali Honcharuk, and Wilson Oryema. Key components of the experience include:
1) Biographies for each of the models.
2) Insights into the UNDERCOVER brand’s motto and design philosophy of CHAOS/BALANCE.
3) A visualization of the iconic UNDERCOVER Burger Lamp.
4) An immersive 360-degree view of the car’s interior.
5) A glimpse into Jun Takahashi’s office.
These elements are further enriched by multimedia carousels, engaging videos, animated models, and dynamic hotspots, all designed to create a captivating virtual experience for users.
The Immersive virtual world had been created as a 3D asset, so the first step was to plan the route for the users.
The starting point would feature the Toyota Aygo X UNDERCOVER car which would be immediately available for the user to explore its features. To create this scene, the car’s interior was rendered in 360-degree from the 3D model, and a custom pop-up carousel was developed to feature a collection of images and videos. From here, the user would navigate the world via a planned route.
Along the journey they would next meet the guides, for this we rendered out the scenes with the 3D models of the guides in situ then created a skin that would pop up showing bio text and an APNG rotation of the guide.
They would also visit the Tunnel featuring UNDERCOVER’S iconic Burger Lamp. This was achieved by rendering in 360 degrees the inside of the tunnel adding a pop up which would display information and an APNG of the Burger Lamp rotating.
Users would also be able to visit Jun’s office. Once inside they would be able to watch videos, view images and find out more information. This was achieved by rendering a 360 panorama of the interior and creating pop ups for the videos, image gallery and info box.
The virtual experience enabled users to enjoy it via a browser on any device. For mobile devices, we integrated a gyroscope feature which enabled users to move their device around, in portrait mode, to enjoy the immersive virtual experience at its best.
Our partner as Spring Studios and Toyota France were really happy with the finished Experience. And it was also part of an award winning marketing campaigning awarded Silver for Technology Innovation at the Drum Marketing Award 2024. Achieving the campaign’s overall ambition of increasing Toyota’s brand reputation, contributing to +1.3 points in brand strength and +9 points in brand choice in Q2-Q3. A branded media partnership in France using the campaign’s innovative technology assets saw content completion at 19% above benchmark, contributing to pre-reservations of the car in France alone at 60 qty.
If you have an upcoming Experiences project we would love to hear from you
If you have an upcoming project you would like to discuss, we would love to hear from you
