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CHICAGO
AUTO SHOW
Welcome to the Toyota @ the Chicago Auto Show, where innovation blends with lifestyle in a vibrant tapestry of choice and community. Continuing our strategy for the 2024 season, we introduce the NFL x Toyota partnership. Explore unique lifestyle zones that embody the essence of each Toyota vehicle category, inspired by the diverse preferences of our valued customers.
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The strategy
References great part of the blueprint established at the LA Auto Show, with tailored zone delineations reflecting diverse lifestyles and needs across vehicle categories. From the performance spirit of the GR Zone to the family focus of the SUV Zone, each embodies a unique narrative and color scheme, empowering customers with choice. Additionally, we introduced engaging experiences, such as a simulator showcasing the new Iso Dynamic seats in the 2024 Tacoma, and an NFL corner celebrating Toyota’s partnership with the National Football League.
At the core of the The Power of Choice message is the process of discovery within the aptly named Discover Toyota zone, a communal area where attendees can engage with the brand through interactive experiences and digital interfaces. Here, visitors are encouraged to explore the diverse array of options within the Toyota lineup and witness how our vehicles seamlessly integrate into various lifestyles.
The Iso Dynamic Seat Simulator allows visitors to feel the comfort and performance of the seats in the new 2024 Tacoma firsthand, through an engaging and fun experience. Always aiming to enhance the understanding and appreciation of Toyota’s cutting-edge technology.
Celebrating the shared values and spirit of teamwork embodied by the Toyota x NFL partnership, we aim to create a dynamic and engaging environment that resonates with attendees of all backgrounds and interests. Always at the forefront is a purposeful empathetic narrative, authentic to the Toyota consumer. Whether it’s empowering adventurers in 4x4 vehicles, thrilling enthusiasts with GR performance, or inspiring future thinkers with Electrified vehicles, every interaction embodies our commitment to enhancing lives through innovative mobility solutions.
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THE CHALLENGES
Navigating the Chicago Auto Show presented several challenges. Implementing new features like the Iso Dynamic Seat Simulator and establishing the NFL corner required meticulous planning to ensure flawless execution in the auto show environment. Achieving this balance between novelty and operational excellence demanded careful coordination. However, with unwavering dedication to delivering personalized and immersive experiences, overcoming these obstacles became integral to our pursuit of a memorable auto show experience.
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THE TAKEAWAY
The deployment and implementation proved to be a success, showcasing the effectiveness of our unconventional approach. Our color-coded zones, coupled with the user-friendly Discover Toyota kiosk, effortlessly guided attendees through a journey of self-exploration. Amidst the energetic atmosphere of the event, visitors found a tranquil haven in our community area, where relaxation seamlessly intertwined with brand interaction, letting attendees experience at their own leisure. Notably, the Iso Dynamic Seat Simulator emerged as a highlight, captivating attendees with its immersive experience of the 2024 Tacoma’s innovative features. Additionally, our NFL corner sparked intrigue and excitement, celebrating Toyota’s partnership with the National Football League through captivating displays and artwork. By fostering an inclusive and welcoming environment and empowering visitors with the “Power of Choice,” we left a lasting impression, nurturing organic brand and product awareness that resonated with all who experienced it.
Did we mention that the 2024 Land Cruiser was revealed? The icon is back - check it out 🚘
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CHICAGO
AUTO SHOW
Project Role: Associate Creative DirectorTeam: C.Clark - ECD, G. Kim - Art Director, W. Adams - 3D📷 K. Rapier and others
