Toyota / Saatchi & Saatchi

Toyota Explore
AR App

Solving commercial and practical needs with the purposeful use of AR technology.

The Challenge

Saatchi & Saatchi Design and Toyota had previously created an interactive brochure and accompanying augmented reality platform app. Although the content was effective, the success of the app suffered because of the lower than expected downloads and repeat user numbers across Toyota's global markets. In an effort to change this we were approached to evaluate the app proposition, UX/UI approach, the technical framework, distribution methods and any suspected barriers to entry.

Services

Mobile
AR
Experiential

“... the customer only has to download the Toyota Explore app once and all consecutive models and brochure content can be loaded into this on demand by the customer.”

The Solution

A new native iOS and Android 'Toyota Explore' app was subsequently developed to work across phone and tablet devices. Instead of providing a series of model specific apps, we created a 'channel' based approach meaning that the customer only has to download the Toyota Explore app once and all consecutive models and brochure content can be loaded into this on demand by the customer. This works on a number of different levels, firstly, all model content is stored in one place and is downloaded by the user depending on which model they are considering. Secondly, the single app environment is more effective for SEO, analytics and user behaviour trends insight. Finally, the app acts as a comms and push notification channel for the brand to promote offers, news and brand insight.

The Outcomes

Since it's launch the app has gained a significantly higher number of active users, and continues to grow. Sessions per user has experienced a 30% increase compared to that of the previous augmented platform used by Toyota. This has been achieved through a multi-pronged approach including, an improved user experience, more robust scanning and tracking integration, enhanced discovery modules including a 3D car view and a more customised car configurator.