Annual Toyota GB Dealership conference 2011

Case Study

Flying cars, different delegate groups and a truly 'live' event

About the client
Toyota (GB) PLC is the company responsible for sales, marketing, after sales and customer relations for Toyota and Lexus in the UK, and is therefore responsible for all sales, marketing, after sales and customer relations issues nationwide.

The Objective
To engage Toyota dealerships with a view on the latest cars, as well as an opportunity for Toyota GB to communicate key messages.

The purpose
A particular focus this year (2011) was to reinforce the key messages of their brand as Toyota had just relaunched their brand, targeting younger customers for the smaller cars.

Attendance
1,670 delegates over 3 days (Day 1 - 360, Day 2 - 810, Day 3 -500)

The ‘blank canvas’ of the NEC allowed us to deliver a solution that received hugely positive feedback.

Lance Bates

Toyota

Why the NEC?
The client was looking for somewhere that allowed them to be flexible space so that could create a real live experience, allowing them to immerse their delegates in the Toyota brand. The high ceilings in the hall used were ideal to help create a “wow” factor entrance for cars by hiding them in the roof and flying them into the conference to reveal them.

The flexible space in the NEC was ideal for the creative team at Toyota as it allowed them to create a circular space that has floor to ceiling scanachrome. This meant that while the delegates were eating lunch images of the brand were projected around them offering an amazing and immersive visual impact.

Space used
Hall 5

The Success
There was a change of hall in late September, from hall 12 to hall 5 as the client wanted to use the space for three events so they required a longer tenancy. This hall was also larger with a higher ceiling height so it actually fit the requirements of the event more specifically. However, the change of all and lead time meant that the set had to be redesigned to make the most of these features.

Each day also had different focus to target different business groups on each day, so and effectively three conferences were being delivered over three days.

Marketing Director of Toyota GB, Lance Bates, said, “The conference was a significant challenge for all concerned with the requirement to deliver three distinctly different conferences to three diverse audiences. However, the ‘blank canvas’ of the NEC allowed us, together with our production company, LGA, to deliver a solution that received hugely positive feedback from those who attended.”

The conference was a significant challenge for all concerned with the requirement to deliver three distinctly different conferences to three diverse audiences, however the ‘blank canvas’ of the NEC allowed us, together with our production company, LGA, to deliver a solution that received hugely positive feedback from those who attended.

Lance Bates

Toyota

Catering at the event

Wowing delegates with an incredible menu

Product launch

Delivering engaged and inspired delegates

Flying cars!

Amazing everyone at the event with a car suspended from the ceiling

Get in touch

Get in touch to find out more

If you'd like to find out more about what we could do for your event, please send us a message below or call one of the team on +44 (0) 121 767 2782.

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