Toyota: Toyota LIVE

  • Toyota: Toyota LIVE
  • Task

    With the introduction of the new Toyota Auris, Toyota wants to create a stage for generating interested parties and car dealership visitors as well as for profiling the local market. The classic open-day concept for a product launch in retail is to be reinvented for this purpose.

    Implementation

    Unique1 develops and implements the concept of the Toyota LIVE show, which will be broadcast exclusively live in Toyota car dealerships, interactively engages visitors in the show and also uses a voting mechanism to select social projects of the dealers as winners and provide donations for those affected. The program highlights of the LIVE show are the performances of well-known artists and musicians and of course the staging of the new Toyota Auris.

    outcome

    A three-stage campaign including a digital action platform will generate six-digit user numbers as well as higher five-digit visitor numbers and numerous test drives with the new Auris in dealerships on the day of the Toyota LIVE show. The chosen mechanics create more than 100 local Toyota projects with invaluable social contributions. The campaign will be awarded as Best Cross-Media Campaign as part of the Automotive Brand Contest 2016.

    Future Profits

    With the LIVE show, Toyota is creating a new exceptional format of a product launch in its own dealer network that achieves great attention as well as contact frequencies and qualities. In addition, the project lays the foundation for the digitalization of the car dealership.


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    Note: You can revoke your consent at any time in future by e-mail to welcome@signition-holding.com . Detailed information on handling user data can be found in our Data protection