The next Prius UK Launch

Location: Surrey & Warwickshire, UK
Delegates: 3500
Audience: Customers, Dealer sales and Aftersales staff, Centre Management and Principals, Fleet Companies
Client: Toyota GB & Lexus GB

With the debut of such an important vehicle for Toyota in the UK came a serious challenge – how to launch the all new Prius to Customers, Dealer sales and Aftersales staff, Centre Management and Principals, and Fleet Companies in a regional format in a memorable environment. The result was a truly unique experience. Using a series of interconnected geodesic domes the Ignition team created the Prius Domeplex; a stunning organic shape designed to showcase the new vehicle and play host to attendees in a remarkable space. Light, airy and utterly unique, the Domeplex featured a central 60ft diameter dome to welcome visitors, display the new car and also act as the focal area for refreshments, whilst 3 further 36ft diameter domes acted as dedicated spaces to inform, explain and communicate Prius’ USPs.

With such a diverse range of attendees, the Ignition logistics team devised a programme that dedicated a series of days to each audience, including specific evening and weekend sessions for customers, tailoring content and experience as appropriate to their different motivations and expectations. The overall aim of the programme was to maximise use of the Domeplex over its 16 day, 2 location run. An added element featured the inclusion of Lexus RX450h into a specific ‘Hybrid Experience’ for Fleet companies, which the Ignition team integrated seamlessly into the overall programme.

The Ignition team developed a series of driving activities focused on communicating the technologies behind Prius; its environmental strengths, enhanced dynamic abilities and, where appropriate a comparison to the wider competition.

Ignition handled all aspects of the launch event, including web-based invitation & enrolment, logistics, build, training content, branding and all driving activities.