Toyota has become the first automobile manufacturer to purchase ads on Snapchat, using geo-location to target users in Los Angeles as part of its Lets Go Places campaign that promotes its Camry and Corolla models.

The Snapchat ads are the latest evolution of the campaign, which has been running for almost three years, and will run alongside customised banners which incorporate city-specific information for 15,000 US cities, which will be running through Googles DoubleClick ad network.

Both elements incorporate geo-location technology, enabling Toyota to personalise its messaging based on consumers positioning, and ensure the calls-to-action within the ads are relevant and engaging to their target audience.

“We want to encourage our guests to find new places and experience life all around them” said Jack Hollis, group vice president of marketing for Toyota Motor Sales. “It is a new approach for Toyota, and we are very excited about it.”

“We are really stoked about what weve been able to accomplish in this campaign,” said Jason Schragger, chief creative officer at Saatchi & Saatchi LA, who worked with Toyota on the campaign. “Clearly, there is always a bit of a challenge when you feature two vehicles in the same campaign, but I think weve discovered that we can highlight each of them while exploring the amazing experience that each make available to the driver.”