Toyota RAV4 / Pigment coloring app

To attract a more diverse, younger audience, we needed to present RAV4 as a versatile vehicle capable of adding color to their adventure-seeking lives.

So we hired a young talented artist in Switzerland to create a series of adult-coloring book inspired illustrations featuring the adventurous RAV4 in iconic outdoors settings, as well as in urban environments.

We teamed up with Pigment, the most popular coloring-in application on the Apple App Store. We added our illustrations to the front page of the app and invited visitors to play.

The numbers speak for themselves. 51,851 users engaged with our branded content and colored 83,123 pages, spending an average of 37.2 minutes on the app. Total number of minutes spent? 1.93 million.