For TOYOTA ITALY, we produced the launch event for the new Toyota C-HR.
In the splendid setting of the Palazzo dei Congressi in Rome, we brought to life a unique narrative that brought Dealers from all over Italy to live an experience capable of breaking every pattern.
Starting with the LET'S GO BEYOND-the Promise Brand-that Toyota has used internationally, we created a race design, later transformed into a 3-hour live event, which was able to engage and amaze the more than 600 participants.
Starting with the LET'S GO BEYOND-the Promise Brand-that Toyota has used internationally, we created a race design, later transformed into a 3-hour live event, which was able to engage and amaze the more than 600 participants.
"NEW C-HR THE CHOICE" was the carrier message, accompanied by a real call to action-"LET'S DISCOVER OUR NEXT LEVEL"-experienced for real on location, in an event format that was a succession of surprises and discoveries from the moment of accreditation to the final greetings.
A visual identity was created specifically to dress up the entire event and all communication leading up to it.
Structured as one incredible experience to be lived, guests found themselves in a journey of lights, music and design; in a story developed in 3 acts that was told through:
The Dealers were taken, from the moment of accreditation until the greeting, on a path that each time took them by surprise making each one experience that NEXT LEVEL recounted by the event claim: the foyer screen, in fact, apparently static and intended only to accompany the welcome coffee, suddenly projected a short film made ad hoc to enter the event mood and, at the end, opened a double gate to the heart of the day, that is, the stage!
The reveal itself was designed with a surprise effect, playing on the concept of "nothing is as it appears" ...
On stage, Toyota's management made the most of the power of the screens and the structure of the stage in each presentation, which was designed specifically to bring the speaker closer to the audience and enhance the car experience-the discovery and viewing of the car-of each viewer.
We also took care of all the logistics and organization of arriving and handling participants for this event, both for the morning with the Dealers and for the afternoon, when the event was repeated for 300 Toyota employees-with an adaptation of format.
Our event design and implementation team worked closely with Toyota in a preparation that involved them in the months leading up to the launch.
