From the city to the countryside, the new bold and dynamic RAV4 is built for outdoor adventures.
If the new RAV4 is built for guys who spend their weekends hiking, jogging and cycling, how will they surf the new RAV4 website?
We brought the RAV4 outdoor adventure website to them, on a 1,8km track, at the Bryanston Cycle Park . So, they certainly couldn’t surf it, but they could cycle it.
Give cyclists an experience similar to the one they would have online, but also allowing them to explore the new RAV4 website in their adventure environment.
We literally built a real-life RAV4 outdoor website out of natural materials, allowing cyclists to surf it, as they cycled the Bryanston Cycle Park.

Along the 1,8km track, we mirrored the online website, not only in looks, but in actions too. Using a mixture of tech, mechanics and WiFi, cyclists were able to peddle through the Models, Safety, Interior and Design sections of the RAV4 track, able to hit buttons to reveal the selected content. As the cyclists were constantly in motion, all website information was accurately spaced apart and timed, so that cyclists could experience the website while on the move.

Browser Bars: When cyclists peddled towards a browser bar, they triggered an infrared sensor that would cause a motor to turn, resulting in a menu state change. This showed the cyclist the section they were in.

Buttons: In each section, cyclists were met with a choice of two buttons. Depending on which one they hit, it would cause the relevant state change button to turn, and using pumps, motors and other hacked appliances, would “load” the selected content.

Twitter sharing: Each section had a Twitter button, allowing cyclists to live-share their experience on the track, as well as more information about the new RAV4 with their followers.

Refresh: A refresh button towards the end of the outdoor website would reset the entire track when triggered, ready for the next cyclist. More than that, it would quite literally “refresh” the cyclist too by triggering a sprinkler system.

Test Drive and Win: As per most online websites, the RAV4 Outdoor Website had a competition component oot. Triggering a button to enter the competition, a ticket would be fed out of a large tree stump. All the cyclist had to do was test drive the new RAV4 in the car park to stand a chance to win a large Cycle Lab voucher.

Online Site: The entire real-life adventure was also put online, to literally turn it into an “outdoor website”. Users could also exchange their mouse for a mountain bike and have the same experience as the cyclists did, but from behind their screens (between 9 and 5, of course).
Between the real-life RAV4 Outdoor Website, and the online one, our target market learnt that with the new RAV4, the adventure never ends.