Toyota Auris Hybrid Launch Event

Location: Derbyshire, UK
Delegates: 2500
Audience: Customers, Dealer Sales and Aftersales Teams, Centre Management and Principals, Toyota VIPs
Client: Toyota (GB) PLC

The launch of the new Toyota Auris Hybrid for Toyota (GB) PLC was held in July 2010 and played host to a multi-layered audience of over 2500 that included dealer staff, management, prospective customers and selected VIPs at the Toyota Motor Manufacturing plant in Burnaston, Derbyshire, UK.

Those attending the event were treated to a behind the scenes tour of the factory to see new Auris Hybrid in production and were also able to watch a special film of the production line, shot in 3D high definition – a real first in a launch event - a truly unique experience.

The Ignition team developed a range of interactive sessions highlighting the new vehicles product features and relevance to todays marketplace; all tailored appropriately to the different audiences. In addition relevant driving activities were developed by the Ignition team utilising the LaunchPad facility at nearby Donington Park and also public highways around the factory with its CoDriver navigation system. These activities were designed to demonstrate the unique driving characteristics of new Auris Hybrid and provide a real-world experience of the car for all those who attended.

A purpose-built ‘Hybrid Centre’ complemented the existing Toyota building and surroundings to provide the perfect space for delegates to explore the car and learn everything required. In addition, a Diary Room provided a private, quiet area for attendees to record feedback on both the event and the vehicle which provided positive and useful information for the future.