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  1. Venues & Destinations
  2. United States
  3. New York

Why Toyota Built a Climbing Wall in Times Square

The Japanese automaker built a rock wall in New York to promote its new RAV4 Hybrid car.

Jim Shi
March 31, 2016

It may not have been the first billboard Toyota has erected in Times Square, but it certainly was the most unique. Leading up to the 2016 New York International Auto Show, the Japanese automaker set up a 3-D billboard-cum-rock-wall at the corner of 47th Street and Seventh Avenue to promote the new RAV4 Hybrid vehicle. The March 22 to 24 activation was not only the first of its kind at the crossroads of the world, but also the tallest outdoor climbing wall ever built in New York City.

“It’s not just about how far you can take your vehicle, but how much you can challenge yourself,” said Erich Funke, vice president and creative director of Saatchi & Saatchi L.A., whose firm produced the activation in cooperation with Jack Hollis, group vice president of marketing at Toyota U.S.A. Indeed, the event tagline “How far will you take it?” dared adventurers to embark on challenges of their own—all the while inspired by the professional rock climbers ascending a billboard built as a mountain face. Christina Fate, a Team Toyota rally car navigator, also joined in the climb.

The 100-foot billboard (two pieces combined) was made of custom-fabricated 3-D rock and took three months of planning and permitting. The billboard utilized 1,112 square feet of space, weighed 6,000 pounds, and took 2,400 hours to construct and eight days to install.

The activation itself was timed to the media days of the auto show, and Toyota offered press shuttles to and from the Jacob K. Javits Convention Center show site for journalists interested in a first-hand look. Jackson Spalding handling all event-related communications efforts.

“It’s more interactive than participatory, but we wanted to showcase that anything is possible—and fun,” said Hollis. “This totally caught people off guard.”

Promoting its RAV4 Hybrid, Toyota’s 'Climbing Spectacular' marketing activation was meant to inspire people to get out of their comfort zones while relating the capabilities of the automotive company’s best-selling small SUV, now redesigned.
Promoting its RAV4 Hybrid, Toyota’s "Climbing Spectacular" marketing activation was meant to inspire people to get out of their comfort zones while relating the capabilities of the automotive company’s best-selling small SUV, now redesigned.
Photo: Daniel Byrne
From March 22 to 24, as a kickoff to the New York International Auto Show, Toyota erected a scalable 100-foot rock wall billboard in Times Square with the tagline 'How far will you take it?' and hashtag #RAV4Hybrid.
From March 22 to 24, as a kickoff to the New York International Auto Show, Toyota erected a scalable 100-foot rock wall billboard in Times Square with the tagline "How far will you take it?" and hashtag #RAV4Hybrid.
Photo: Daniel Byrne
Professional rock climbers continuously scaled the billboard over the three-day period. The vertical climb measured 120 feet and took about 10 to 15 minutes for the pros to scale and 25 minutes for a certified amateur climber to scale.
Professional rock climbers continuously scaled the billboard over the three-day period. The vertical climb measured 120 feet and took about 10 to 15 minutes for the pros to scale and 25 minutes for a certified amateur climber to scale.
Photo: Daniel Byrne
Built with custom-fabricated 3-D rock, the billboard was developed by Toyota and Saatchi & Saatchi. Located at the corner of 47th Street and Seventh Avenue, the activation utilized 1,112 square feet of wall space, weighed 6,000 pounds, took 2,400 hours to construct, and eight days to install.
Built with custom-fabricated 3-D rock, the billboard was developed by Toyota and Saatchi & Saatchi. Located at the corner of 47th Street and Seventh Avenue, the activation utilized 1,112 square feet of wall space, weighed 6,000 pounds, took 2,400 hours to construct, and eight days to install.
Photo: Daniel Byrne
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