Toyota Crown
The Ask
Reintroduce Toyota Crown to the U.S. market after 50+ years and position it as a bold, boundary-pushing premium sedan. Showcase its innovation through a cutting-edge approach that redefined expectations in the category.
The Approach
We used webAR to create an immersive, interactive experience that physically placed the Toyota Crown directly in front of modern car shoppers. Users could:
Explore the vehicle in 360° – Walk around a life-sized, photorealistic Crown from their own garage or driveway.
Step inside the driver’s seat – Experience the car’s prestigious interior in full 3D VR.
Test Drive Feature – Take the car out for a spin and simulate the thrill of driving the Crown.
Discover key features – Tap interactive hotspots to uncover the vehicle’s standout design and technology.
Format
webAR Experience
Role
Creative Strategy Lead
Results
The webAR activation drove a 45% higher engagement rate, with over 60% of users spending 3+ minutes interacting with the Toyota Crown. This resulted in a 30% increase in purchase intent and paved the way for future webAR automotive activations across our ecosystem.
