NAVIGATING THE ROAD AHEAD

TOYOTA USA / NORTH AMERICA

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SITUATION

  • Toyota USA was seeking an effective way to educate young drivers and their parents about the dangers, and new laws, surrounding “distracted driving”.
  • They were in need of a creative way to both reach and teach teenagers about an extremely important, yet somewhat boring, topic.
  • Create a program that would engage young drivers through means that would garner their enthusiasm while teaching them important lessons simultaneously.

ACTION

  • Toyota’s Distracted Driving Simulator was born.
  • Combining teenagers’ zest for video games with cutting edge technology and teaching tools to successfully create a program that resonated with students and parents alike.
  • Provided a firsthand account of the realities that can occur from being distracted behind the wheel.
  • The program engaged the audience on a personal level, instantly enhancing Toyota’s reputation and elevating their visibility.

RESULTS

  • The public responded positively to the program as an extension of their parent/teen program “Toyota Driving Expectations”.
  • The proprietary technology was then integrated as a pilot program and rolled out nationally as its own in-school assembly featuring a motivational component given by professional NHRA driver Erica Enders.
  • The program was presented in schools to more than 10,000 students from California to Connecticut over its initial roll-out.

    o   Watch the video below for more on the Toyota Driving Expectations experience.