Case Study: Al-Futtaim Toyota UAE connects with youth and boosts test drives with AKQA's Station Cafeteria pop-up

Al-Futtaim Toyota UAE boosts test drive sign-ups by 36% with AKQA

The customer, Al-Futtaim Toyota UAE, faced the challenge of launching the 2022 Toyota Land Cruiser and connecting with the nation's youth. The vendor, AKQA, identified a unique cultural opportunity in the UAE's late-night drive-through cafeteria ritual, a popular tradition among young drivers.

AKQA created The Station Cafeteria, a Land Cruiser-themed pop-up drive-through in collaboration with the iconic Al Ijaza cafeteria. The solution featured a limited-edition menu, exclusive merchandise, and private test drives, designed as a contemporary explosion of neon colors and high-kitsch. This campaign achieved a social media reach of 2.1 million, increased test drive sign-ups by 36%, and created a local sensation with its limited edition beverage, embedding the Land Cruiser into UAE street culture.

Al-Futtaim Toyota UAE