The impact of the global financial crisis and a number of high-profile product recalls had left Toyota’s European business feeling wounded; it was now time to demonstrate to their all-important retailer community that the brand was back on track. The client brief was to restore dealer confidence, emphasizing a new, united, brighter future. The idea was to capture ‘business as unusual’, creating a different experience unlike any previous Toyota business meeting.
Our point of view on how to approach the problem was to clearly and honestly present the brighter future ahead for Toyota, allowing valued dealers to experience a united, exclusive insight into new product launches and new Toyota concepts. The experience was approached with an excited attitude, replacing overstated opulence with honesty and intelligence. The core idea at the heart of the experience was to create a clear vision in a forever blurred world.
The experience was staged in Berlin’s disused Tempelhof Airport. The venue was chosen based on its central location for Toyota dealers across Europe, and its size and capacity to showcase Toyota’s new cars and concepts. The event consisted of a business meeting, and an exhibition, where Toyota revealed new products and concepts exclusively to their valued dealers. The show was repeated over two days, presented to different audiences, each of 1800 people, and dealers were made to feel united and connected, by being grouped according to country. Guests entered the venue, first to be greeted and registered, then moving through to the exhibition space to find Toyota cars completely covered by opaque pods to build excitement for the big reveals during the show. After refreshments were provided in the hangar, guests were invited to enter the next space, in which the business meeting took place.
The meeting showcased the pioneering visual experience of projected content onto moving screens. Below these large screens, audience seating spanned the length of both sides of the hangar, where each audience member was able to watch doubles-sided screen content perfectly timed with carefully choreographed Toyota vehicles moving along the length of the catwalk beneath. Sixteen large screens moved above the central catwalk where speakers announced new products and concepts and cars were displayed and cleverly choreographed to move along the catwalk.
The audience was made to feel united, respected and included in an exclusive experience, revealing Toyota’s new products, with the help of personal headsets providing instant language translations of the meeting, throughout.
To emphasize the respect and value the company has for its dealers, we also organized a one-to-one session with Akio Toyota, teaching 5 lucky golden ticket holders how to drift a car, on the disused runway space in the venue
It was an emotional journey that led 94% of guests to agree that their confidence in the brand had been restored.
1.3 Km of truss.
8 x 7m x 3.5m double sided landscape screens
8 x 3.5m x 7m double sided Portrait screens
24 Big Tow winches to make the screens move left/right/up/down at up to 6m per second through the 56m x 6m projection space
400m of super silent Track
36 Panasonic 21k Projectors
14 Panasonic 10k Projectors
12 Photon Media servers to create a 3D Projection space 56m wide x 6m high (18,000 pixels wide)
120 IR Emitters to place screens in the 3D Projection space
16 IR Cameras to track the emitters through the 3D Projection space
Fully immersive 3D Sound system
Collaborators Included: Creative Technology, Stage Technologies, Delta Sound, Leyendecker