Ignition launches the third generation of Toyota’s Yaris

Held in just one week in August 2011, Ignition were tasked by Toyota (GB) PLC to launch all new Yaris – the third generation of its key B-Segment car – to its entire UK network. The challenge was clear; design a high impact event that would deliver an immersive and engaging launch experience.

The Ignition creative team’s reference point to ensure a consistent delivery of product truths was ‘smarter thinking for a smarter car’. Not only did this reflect the innovative technologies in all new Yaris, but also the fresh approach and new ideas needed deliver a fast and effective launch. With just 5 live days to reach nearly 2000 delegates in advance of the public launch, to 2 distinctly different audiences, the physical scale and complexity of the event presented its own unique set of demands.

Spread across 700 acres with more the 50 miles of roads and testing facilities all hidden away from prying eyes Ignition selected Millbrook Proving Ground as the optimal location for the launch event. The size and scale of The Concept Centre at Millbrook provided a great setting; Concept 1 with its sweeping wings and domes for breakouts, and Concept 2 with 1500m2 of open plan space for the interactive conference. Whilst the Alpine Hill Route, Handling Circuits and High Speed Bowl would all feature in Ignition plans to create confidence in the product for each and every delegate. For maximum impact 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.

The Ignition team delivered a 360° solution, from designing a web-based delegate registration system to transforming the interior of both Concept 1 & 2 at Millbrook with a series of 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, whilst working in partnership with Toyota’s in-house training team to produce the focused and relevant face-to-face interactive session content. The use of digital media played a powerful role in the launch event, all being deployed by Ignition to maximum effect, including independent video reviews, technology features and vox pops, iPads with bespoke apps to support interactive sessions, smartphones for connectivity demonstrations and even Ignition’s own CoDriver satellite navigation and product information system to inform whilst on the move on the acclaimed Alpine Hill Route.

Ignition’s logistical plan created two separate programmes running simultaneously allowing for the maximum use of all the assets; venue, vehicles, and manpower, bringing new 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.

Ignition’s Content & Creative Director, Simon McDermott said, “The brief from Toyota (GB) PLC was clear; they wanted to launch with scale, with high production values and with clarity on the strengths of the product offer & it’s technologies in the market. For such a critically important new vehicle, the launch had to demonstrate the start of something new for Toyota. I’m immensely proud of our partnership with Toyota, working with customers that constantly challenge you and strive for the best possible results is essential – our innovative approach, committed team and unrivalled ability to consistently raise the bar and deliver tangible quality and results is at the core of the Ignition offer.”