Toyota’s experiential activation comes to life by not just showing you how far you can take your vehicle, but also how far you can challenge yourself.
Toyota built an experiential activation, in the form of a billboard, in the middle of Times Square with a 120-foot scalable wall. They chose a novice climber, Christina Fate, to make the vertical climb up the wall. She’s part of Team Toyota as a Rally car navigator. You might ask yourself what the Toyota Rav4 Hybrid has to do with rock climbing…and that is absolutely nothing. This activation was created to be unexpected and catch people off guard as they watch Christina climb the wall. This activation is all about participation and Toyota did a great job of executing. Check out the video provided by ADWEEK, learn more about the process and see how fans react as she climbs the wall to success.