RAPP LA recently won the ThinkLA Interactive Award for Best Use of Mobile Media at the Interactive Awards Gala, held in June. RAPP LA took top honors for their work on the 2012 Toyota Camry launch direct mail, beating out fellow nominees 72andSunny and Initiative.
The launch of the 2012 Camry was one of Toyota Motors' biggest, most important vehicle launches in the last decade. Totally redesigned to fit a driver's 21st century life, the Camry introduced new technology that connects drivers not only to the road, but the world around them. The creative resulted in a first-of-its-kind, smartphone-enabled experience that redefined the notion of direct. What was a traditional two-dimensional direct mail piece became an interactive, immersive experience that brought each page to life.