Toyota Yaris Launch Event

Location: Bedfordshire, UK
Delegates: 2000
Audience: Centre Management, CEOs, Dealer Sales and Aftersales Teams, Centre Toyota HQ staff
Client: Toyota (GB) PLC

The launch of the all new Toyota Yaris for Toyota (GB) PLC was held in August 2011 and played host to a multi-layered audience of 2000 that included dealer staff, management, and Toyota HQ staff at Millbrook Proving Ground in Bedfordshire, UK.

Ignition delivered a 360° solution, from designing a web-based delegate registration system to installing large format graphics, ambient lighting and branding, from producing the live conference programme to designing a range of informative hands-on driving experiences utilising key areas of Millbrook Proving Ground. In addition the instructional design team worked in partnership with Toyota’s in-house training team to produce the focused and relevant face-to-face interactive session content. Independent video reviews, technology features and vox pops, iPads with bespoke apps to support interactive sessions, smartphones for connectivity demonstrations and Ignition’s own CoDriver satellite navigation and product information system to inform during key driving activities were all deployed.

At the Concept Centre, Concept 1 was used for breakouts and Concept 2 for the interactive conference. The Alpine Hill Route, Handling Circuits and High Speed Bowl all featured in Ignition’s driving actitivities designed to create confidence in the product for all delegates. In Concept 2 Ignition installed a 25m wide x 8m high ‘All new Yaris’ graphic wall to create two distinct delegate areas. The wall featured a clever powered central panel that opened to reveal a tiered auditorium capable of seating an audience of 250 dealer principals, sales & aftersales teams and Toyota HQ staff delegates each day.

Ignition’s logistical plan of two separate programmes running simultaneously within one location allowed for the maximum use of all the assets; venue, vehicles, and manpower, bringing outstanding levels of efficiency and effectiveness to an automotive launch. Ignition’s event and drive team led by its highly experienced management and backed by dedicated activity leaders, instructors, facilitators, AV technicians and support staff ensured that all new Yaris was launched with real impact.