Branded using a broad spectrum of media from street pole advertising to radio ads to Facebook, as well as many more online media, AurisCity generated much hype for the brand on the social networking websites, and the word on the street has it that the web team at FCB Johannesburg's offices has gone all out to break new ground in reaching and exciting its audience.
AurisCity and the electronic campaign introducing it was launched before the campaign using traditional media broke.
“With AurisCity, Toyota's already powerful online presence has just reached new heights,” said Ian Greaves, designer of the Auris virtual world. “The idea behind this campaign was to create a complete world where the Auris hails from – a world of ultra fresh, incredibly up-market style.”
Not only is the virtual world of AurisCity made up of chic spots like the Showroom (where users can view features, specs and models of the Auris) and the Art Gallery (an ode to style where visitors hang out with the hip crowd), it is home to two characters that create a ‘physical' representation of the brand.
These characters, who have their own MySpace and Facebook pages, have introduced audiences to a totally interactive face that fronts the brand. They are known as Auriska La Dash and Aursito Di Lusso on Facebook or at www.myspace.com/auriska
According to Kabelo Moshapalo, creative director at FCB Johannesburg, the target audience is actually making friends with these brand characters, and this is incredibly exhilarating for the creative team.
“It's not often when you get your target audience interacting in a very informal and honest way with your brand or campaign and getting on-the-spot responses to what they think and feel. We have found this exercise incredibly informative and we are delighted by its success. Toyota is committed to creating a memorable online presence and the response in overwhelmingly positive. It's something you have to see, check it out at www.auriscity.co.za
,” he said.
“Other attractions at AurisCity include games and virtual shops. When users get down to playing the Auris Game, they are truly submerged in the city, as they drive their very own Auris through the city streets, navigating their path to various venues like the Drive-In, The Music and Electronics stores and the Auris Café.
“In line with FCB Johannesburg's web team's creative mission to ensure that the internet is an exciting space for their brands to grow in, Toyota's Auris website is a coup for those testing the water in the Web 2.0 environment.
“With so many channels open for users to communicate, connect and share the virtual world can be as impactful and ‘real' as the one we actually live in,” added Moshapalo.