SmartPath is an in-store interactive shopping experience that connects guests with their desired vehicle and financing options. The tool empowers the guest with transparent information whether they’re online or on the lot.
We were asked to create two animated videos to rebrand Toyota’s new tool for the annual National Dealer Meeting in an effort to educate and offer dealerships the ability to opt into the pilot program. The videos were also part of a package (along with a POP kit and a templated landing page) that would be shared with dealers to advertise the program to their customers.
The first video engages viewers and gets them interested in learning more about SmartPath through a story-driven video that gives the top level overview of SmartPath benefits in a way that entertains while it educates.
The second educates viewers on the details of SmartPath consumer journey. From starting and completing most of the shopping process online to completing the purchase at the dealership.
In the first few months of the pilot program, average sales per dealer using the SmartPath tool increased by 16%. The percentage of customers who accepted the initial price shown in the tool was 51.5%. All SmartPath dealers continue to see increased sales percentages when compared to their non-SmartPath sales making the rebrand a success.