Mobility Tech Company Flare Launches Proof-of-Concept for Data-Driven Vehicle Advertising on Corporate Fleets with Toyota Motor Philippines

Flare Inc. (Representative Director: Kazuki Kamiya; hereinafter “Flare”), which develops and operates mobility-related businesses, and Toyota Motor Philippines Corporation (hereinafter “TMP”) have jointly launched a proof-of-concept mobility service that applies car-wrapping advertising to corporate vehicles and measures advertising effectiveness in concrete terms using vehicle location data obtained from GPS data acquired through a smartphone application, thereby optimizing advertising revenue.

For this proof of concept, Flare — which develops and operates mobility-related businesses — is conducting the trial with TMP taking the lead, supported by Toyota Financial Services Philippines Corporation (TFSPH), Toyota’s automotive finance company in the Philippines, and Toyota Daihatsu Engineering & Manufacturing Co., Ltd. (TDEM), Toyota’s Asia regional office. The trial covers Metro Manila, Laguna Province, and surrounding cities for a period of six months starting in May 2022. TMP is participating as an advertiser to promote “KINTO One,” a service offered by TFSPH.

In this proof of concept, unlike stationary outdoor advertising such as billboards, using vehicles that travel across various areas as advertising media allows collection of broad data and insights related to advertising effectiveness. In the future, possibilities include optimizing advertising areas and times to individual advertiser needs — for example, concentrating advertising vehicles in specific areas during sales periods. Furthermore, there is potential for creating diverse new mobility businesses, including flexible and fine-grained advertising deployment through the digitization of vehicle advertising, and operational management of corporate vehicles leveraging apps and GPS.