Is New Zealand One Big Toyota Ad?

Toyota asked a simple question: is New Zealand basically one big Toyota ad? Their brand platform explores how deeply Toyota is woven into everyday Kiwi life. With LUMO’s LENs technology, they wanted to give drivers a real-time look at just how often Toyota shows up on the road. The goal was to go beyond a typical brand message and create something people could experience as they lived it.

LUMO transformed that idea into a real, data-driven moment. Eleven roadside billboards around the country were connected to LENs technology that counted Toyota vehicles in real time. The number on each billboard changed constantly, showing how many Toyotas were out there at that exact moment. It was simple, playful and surprisingly powerful proof that Toyota truly is everywhere in New Zealand.

By turning Toyota’s brand platform into a live experience, the campaign gave Kiwis a fun and memorable way to see the brand’s presence for themselves. Real roads. Real vehicles. Real-time data. A clever idea became something people could watch unfold right in front of them.

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