Toyota, a 16-year partner of the Environmental Media Awards at Warner Bros. Studios in Burbank, CA, this year transformed a gas station across the street from the event into a green space where it displayed its eco-friendly vehicles and offered guests green-themed sensory experiences, including a shareable photo opportunity and personalized wheatgrass shot glasses. The activation garnered 150 vehicle interactions, 65 video and photo activations, 400 branded promotional giveaways and five VIP program prospects for the brand.
Toyota put an environmental twist on a traditional gas station with natural greenery on the overhead structure and pillars, along with large flowering plants and the scent of freshly cut grass for a park-like effect. Large-format movie posters for the Mirai, Toyota’s zero-emission hydrogen fuel cell vehicle, and the new Prius Prime helped set the scene. A hydrogen fuel dispenser for the Mirai and a charging kiosk for the Prius Prime replaced the gas pumps. The cars, which were displayed in front of their respective pumps, offered guests a closer look, while product specialists answered questions and identified guests for the white-glove Mirai VIP test drive program.
A slow-motion video and photo opportunity had guests sitting on a swinging park bench placed in front of a screen of blue skies and green fields and tossing rose petals and other nature-inspired props into the air. Afterwards, they could set a nature-inspired “soundtrack” to the five-minute video, which they received via email, and received a framed photo to take home. Guests could also grab a wheatgrass shot for a boost of green energy and take home a Toyota-branded shot glass, which was engraved on-site with their name.
“The EMAs provide us a great opportunity to leverage exposure of our hybrid and zero-emission vehicles, and allows us to engage with our audience in an authentic way,” says Ed LaRocque, national manager at Toyota Motor Sales USA. Agency: MC2 Consumer Events, Los Angeles.