Toyota aims to reach new audiences with a new campaign, created by Virtue London, to promote its new sustainable ‘e-collection’.

The campaign subverts the traditional formats of a car launch and is designed to highlight the Battery Electric Urban Cruiser.

The car marque highlighted the product benefits of the range with a diverse and unexpected range of products. These products included Chirpmate, the world's first digital pet which showcases how the Urban Cruiser is built for city driving.

AdjusTable, which was designed to showcase the versatility of the car’s interior that adapts to your needs. DualGuitar, which demonstrates how energy comes to life in an efficient powertrain with two battery sizes. All wheel drive sneakers explain how the car thrives in every weather condition and Notification Nails show how connected tech within the car keeps control at drivers’ fingertips.

The collection included innovative ideas for working professionals, nature enthusiasts, fashionistas, modern families and music lovers everywhere.

The campaign’s twist being that you could not purchase the individual products, but they were all found in  Toyota’s Battery Electric Urban Cruiser, unveiled this month.

Influencers took to social media to build hype around the e-collection, sparking conversation and discussions as commenters debated the merits of the concepts. Reactions from consumers on social media ranged from a user speculating ‘not me thinking these were press on Nails’ to another post declaring; ‘I feel like they should stick to cars on this one’.

The conversation built ahead of a ‘unveiling presentation’ on December 12th. The e-collection was visualised and built by TwoMuch 3D Design Studios.

Chris Garbutt, Chief Creative Officer at Virtue Worldwide, explained: “We wanted to reimagine the role that cars can play in the worlds of real people and real communities. Each concept from last week’s release represents just a glimpse of the capabilities and creativity embedded in the new Urban Cruiser by Toyota. They’ve been a fantastic partner and allowed us to push boundaries in this new campaign.”

While automotive unveilings can often lean on jargon and technical language, the big reveal of the Toyota Urban Cruiser was presented on a digital runway. An approach which ensured a laser focus on the cars’ unique specification and product benefits.