Brake On Through
- Brand
- Toyo Tires
- Year
- 2014
- Objective
- Awareness
- Industry
- Automotive
- Mechanic
- Racing & Sports
- Platform
- Web
Objective
Toyo Tires had a thin digital presence in Europe and needed to build brand awareness among drivers there. Rather than talking specs, the agency built a campaign around speed, control and braking — qualities the brand wanted to be known for.
Solution
A teaser first stirs up curiosity about the brand, then points players to a standalone campaign site. There, the player is dropped straight into a night race and takes the wheel, steering through the course and working the brakes to hold the car on line through the turns. Built as interactive 3D video in HTML5, it runs directly in the browser on both desktop and mobile, no plugin needed. The session plays out as one continuous run — the rush of a once-in-a-lifetime night race, with the tires' grip and braking felt through the driving itself rather than spelled out on screen.
- 1
Before the racing game itself, the player encounters a short teaser designed to spark curiosity about Toyo Tires and lead them on to the campaign site.
- 2
On the campaign site, the player is invited to test their driving skills in the new Toyo Tires game and launches it directly in the browser, on desktop or on a phone, with no download required.
- 3
The game itself is a 3D interactive video: the player drives through a single night race from behind the wheel, experiencing the run as a rush of speed and adrenaline rather than a traditional track-based driving simulation.
