TOYOTOWN PASSO AMIDA DRIVE
- Brand
- Toyota
- Year
- 2014
- Objective
- Engagement
- Industry
- Automotive
- Mechanic
- Adventure & Quest
- Platform
- Web
- Agency
- Award@bascule.co.jp
Objective
Promote the newly redesigned Toyota Passo compact hatchback through an interactive fortune-telling experience. The campaign aimed to engage consumers via smartphones without requiring app installation, leveraging gamification to drive brand awareness and vehicle familiarity among the target audience.
Solution
An interactive web game combining amidakuji (ladder lottery) mechanics with a 3D Doraemon character and 12 redesigned Passo vehicle variants. Users select their favorite car model, watch it navigate down a path with animated characters and fortune cards, and receive a personalized daily fortune based on their selection. The experience was built with CSS3 animations and flat design principles, optimized for mobile-first responsive browsing without requiring native app installation.
Results
Recognized with Awwwards Honorable Mention (May 13, 2014). International jury participation with 15 out of 19 community members voting. Average overall score: 6.9/10. Specific metrics on reach, participant numbers, or sales impact were not published.
