Ignition launches Toyota’s mainstream hybrid

Held over a three week period in July 2010, Ignition were tasked by Toyota (GB) PLC to launch Auris HSD - the eagerly awaited, world’s first mainstream hybrid. The event played host to over 2500 attendees including dealer principals, sales & aftersales teams, Toyota management, local VIPS and also prospective customers at the Toyota Motor Manufacturing plant in Burnaston, Derbyshire.

For maximum impact, Ignition commissioned a purpose-built, 8m high, 25m x 20m part glass structure to complement the existing Toyota environment. Christened ‘The Hybrid Centre’ it provided the perfect setting for the interactive conference and breakout sessions designed by the Ignition for all audiences.

As part of the day’s experience attendees were able to take a look behind the scenes and see Auris Hybrid being built on the production line for themselves. The unique tour, hosted by members the Toyota manufacturing team followed the process from bare metal through to the end of the line, giving an insight into the numerous quality processes that go into the production of the vehicle.

For a surprise addition to the factory tour, the Ignition team came up with a real automotive launch event first – an immersive 3D film. Shot in high definition, the film took viewers into areas not accessible on the factory tour, taking them into the very heart of the production process.

Using Ignition’s CoDriver system to navigate a predetermined route on the public highways around Burnaston, attendees were able tp get behind the wheel of Auris Hybrid for the first time. In addition, Toyota Dealer sales staff also had the opportunity to experience new Auris Hybrid at Donington Park’s LaunchPad facility in a series of informative driving activities.

Another first for the event, was the addition of a Diary Room that allowed people to record feedback on both the event and the new vehicle in person. The Diary Room proved a popular addition with many attendees keen to leave their views and will provide useful information for the future.

Ignition’s Content & Creative Director, Simon McDermott said, “Being Toyota (GB) PLC’s chosen agency to help them deliver such an important launch was both testament to the quality of our past work but more so to our innovative forward looking approach. The team worked tirelessly to ensure the event was a success and operated in partnership with both Toyota (GB) PLC but also Toyota Manufacturing UK to ensure a unique experience for everyone who attended.”