Experience · ROOTS
Toyota: First ever virtual launch for the all-new RAV4
Launching a car during lockdown, a two-phase virtual experience that brought media and public into one immersive showroom.
The Challenge
A launch with the showrooms closed.
COVID-19 halted on-ground events and product launches. Toyota needed to launch the all-new RAV4 in Malaysia during the Movement Control Order, emulating a full launch on a virtual platform that media and the public could join together.
The Solution
A two-phase virtual experience.
ROOTS built the experience in two acts:
The Impact
A dealership, in the living room.
On launch day the website recorded over 1,000 registrations to view the reveal and explore the showroom, bringing media and the public together in one place, at greater scale, from the comfort of their own homes.
A showroom experience at national scale, without anyone leaving home.
