Toyota Makes Emotional Connections at National Meeting - Event Marketer

Toyota Makes Emotional Connections at National Meeting

Toyota National Dealer Meeting
Year: 2012

Toyota’s national dealer events are known for their high production value, but one recent meeting, in Las Vegas, may have raised the bar. The set design, video presentations, speeches and entertainment all helped celebrate recent successes and convey the sense of a promising future.

An ever-changing set, designed by Emmy Award winner Steve Bass, was composed of projectable architectural surfaces spanning 125 feet wide and 40 feet high. Three-dimensional video mapping (created by Moment Factory) was projected onto the set via 24 individually programmed Barco Video projectors using proprietary software. The result was a constantly changing visual feast of dynamic and uniquely dimensional video animations designed for every moment of the show, from speaker looks to vehicle reveals to entertainment. Two 40-foot water curtains were programmed with graphic imagery as well.

Because the meeting took place on Sept. 11, Toyota opened with a video about the rebirth of New York’s One World Trade Center. In addition to reveals of concept vehicles, the automaker unveiled a film about dealer philanthropy. Other highlights included a video about the Avalon starring actors Julianna Margulies and Josh Lucas, and one on the RAV4 starring champion surfer Brett Simpson. Actress Sofia Vergara hosted the show, which featured music throughout performed by Michael Bublé.

The meeting received a 100 percent approval rating. Dealers were inspired, and Toyota’s sales have continued to surge.

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