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Toyota Belgium: Adventure Discount app

Find adventure. In, er, Belgium.

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Small and with a reputation (perhaps unfair) for being boring, Belgium might not be a country you might associate with adventure or remote, exotic locations. Yet Toyota is challenging people to find them as part of a new digital campaign for the RAV4 Black Edition. An app, created by Happiness Brussels, gives customers discounts of up to five thousand euros for checking in at a location deemed adventurous. The more adventurous, the bigger the discount.

When players reach their chosen locations they log on and the app (for iPhone and Androids) logs their location on Google Maps, and calculates the corresponding discount in Euros. Different criteria are used to determine whether a location is adventurous or not, including altitude or remoteness, proximity to a dangerous river or to an area inhabited by wild animals. Other criteria can be a vivid historical past of a location or even the fact that there are few inhabitants. If the user is happy with the discount level, they press 'buy' to receive an email voucher which can be presented to any participating Toyota dealer in Belgium when buying the RAV4 Black Edition. All entries will be mapped on a 'Toyota Discount Map' of Belgium so players can see the locations reached by other participants.

Just how much adventure Belgians can find remains to be seen, but using Google Maps to entice drivers is becoming increasingly popular among car brands: the campaign is reminiscent of this recent Jeep Facebook campaign from Poland.

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About

Credits
Date
Feb 13, 2012
Agency:
Happiness Brussels
Client:
Toyota Belgium
Creative Management/R&D:
Gregory Titeca
Creative Management/R&D:
Peter Ampe
Creative Management/R&D:
Isabel Peeters
Concept Providers:
Tom Galle
Concept Providers:
Ramin Afshar
Content Director:
Joris Joosten
DOP/Director:
Bob Jeusette
Producer:
Bart Vande Maele
Copywriter:
Joris Joosten
Head of Art:
Cecilia Azcarate Isturiz
Illustrator:
Twintip (Stefano Guerrieri)
Production Company:
Bliss Interactive
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