Toyota // Let’s Go Places // Lumo Labs

This campaign for Toyota was designed to prove their popularity in real-time, using live data instead of a static message. We helped bring the concept to life, turning digital billboards into live scoreboards for one of New Zealand’s most loved car brands. Our solution tapped into the live traffic to count Toyota vehicles, which created a simple but powerful connection making a global brand feel uniquely local and personal.

The magic behind the campaign was LUMO’s clever LENS audience measurement technology. Each billboard had three different states triggered automatically based on the time of day and the near real-time vehicle count. The logic determined when the yesterday’s tally is replaced by today’s growing count, ensuring the content stays dynamic throughout the day.

Ultimately, this data-driven approach gave Toyota a way to demonstrate its market leadership with undeniable proof. It’s a perfect showcase of how Latch can blend unique data sources with smart creative to tell a compelling story, turning something as ordinary as the daily commute into a powerful statement of brand loyalty.