Ignition was instructed to deliver a varied programme of launch activity across 12 months.
Key stakeholders from all European markets were invited to the launch event in Madrid, where the C-HR was revealed and the order books were opened. The event provided the audience with their first opportunity to see and experience C-HR. Ignition blended more traditional workshop and driving activities with the very latest in virtual and augmented reality. Follow-up events were delivered specifically for the European press and fleet audiences, with content refined accordingly.
Ignition also created a blended learning programme to support sales teams across all markets. The centre-piece was a European Train-the-Trainer event in Milan. The use of actor-led training brought to life the target customer for the audience, whilst the deployment of Ignition's in-house event app, Spark, provided a bespoke pre, during and post event portal for learners. Learning was supported by an e-learning module, digital e-guide and interactive quick guide. All assets were created in English before being localised across Europe.
The launch events and learning programme were Toyota's highest ever scoring, and C-HR is now the reference project for future launch activity. Most importantly for the brand, C-HR has gone straight to the top for European crossover sales in Europe, and with 80% of sales in the highest grade levels.