Small and with a reputation (perhaps unfair) for being boring, Belgium might not be a country you might associate with adventure or remote, exotic locations. Yet Toyota is challenging people to find them as part of a new digital campaign for the RAV4 Black Edition. An app, created by Happiness Brussels, gives customers discounts of up to five thousand euros for checking in at a location deemed adventurous. The more adventurous, the bigger the discount.
When players reach their chosen locations they log on and the app (for iPhone and Androids) logs their location on Google Maps, and calculates the corresponding discount in Euros. Different criteria are used to determine whether a location is adventurous or not, including altitude or remoteness, proximity to a dangerous river or to an area inhabited by wild animals. Other criteria can be a vivid historical past of a location or even the fact that there are few inhabitants. If the user is happy with the discount level, they press 'buy' to receive an email voucher which can be presented to any participating Toyota dealer in Belgium when buying the RAV4 Black Edition. All entries will be mapped on a 'Toyota Discount Map' of Belgium so players can see the locations reached by other participants.
Just how much adventure Belgians can find remains to be seen, but using Google Maps to entice drivers is becoming increasingly popular among car brands: the campaign is reminiscent of this recent Jeep Facebook campaign from Poland.