A unique Ignition experience - the Next Prius UK Launch

After a hard fought tender process, Ignition was awarded the prestigious UK launch for Toyota GB for their all new Prius. Outline planning started in mid April with the programme going live in June and July.

Unlike any launch before this unique programme encompassed four different audiences; Customers, Dealer Sales Teams, Dealer Management & Centre Principals and also Fleet Companies.

Simon McDermott, Ignition’s Content & Creative Director said, “The team worked tirelessly to create a great proposal and although we were confident that we had designed a unique experience, with such a relatively short timescale, complex build programme and a range of different audience needs to consider the fact is it was a significant task to undertake. Working in close partnership with Toyota GB, the results have been great; the combination of a spectacular event environment, engaging content and revealing driving activities has resulted in outstandingly positive feedback from our customer and their delegates alike – even the British weather was on our side!”

Never a company to resist a challenge, the Ignition team came up with a truly unique experience. Using a series of interconnected geodesic domes, Ignition created the Prius Domeplex; a stunning organic shape designed to showcase the new vehicle and play host to attendees within 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. The overall aim of the programme was to maximize use of the Domeplex over its 16 day, 2 location run whilst at the same time delivering an individual experience to a range of attendees with different motivations and expectations.

The chosen locations of Longcross Proving Ground in Surrey and the Motor Industry Research Association (MIRA) facility in Warwickshire enabled the Ignition team to develop 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.

The first fully integrated, multi audience programme for a new car launch; maximising useability, budget and assets, delivering a unique, memorable and outstandingly successful experience.