Toyota GR Yaris Launch Event : Toyota Motor Europe
Toyota wanted to clearly communicate the link between its new Toyota GR Yaris model and the world of motorsport, positioning the GR Yaris as a rally car for the road. As a long-standing supplier of event services to Toyota Europe, Ignition was asked to support the launch in Europe with an exciting experiential event for automotive social influencers, automotive press and senior Toyota personnel.
After the new model’s unveiling at the Rally of Australia was cancelled due to wildfires, the European event became the first opportunity for anyone to set eyes on and experience the car. Taking place at the Estoril racing circuit in Spain, the launch event spanned two weeks from mid-December until just before Christmas. Activities included circuit drives for every guest alongside an experienced instructor, the opportunity to experience a rally circuit with a top ranking rally driver, and a simulated race with three cars going head to head around the track - carefully choreographed so danger was minimised.
The event left European management, press and social influencers motivated and enthusiastic for the product. On social media there were 115,000 video views, 5.1 million impressions and 205,000 Instagram likes. Attendees scored the event an average 9.7 out of 10 for organisation and 4.9 out of five for content.
“The event team met the objectives, showing great social media reach and positive evaluations.”
“Challenges were managed well and still resulted in successful delivery of the event.”
“Feedback from the client was very good.”