The Toyota C-HR is an icon in the Japanese car manufacturer's model range. The model has now been evolved and completely revised and will be relaunched in October 2023. In order to raise awareness of the new Toyota C-HR and bring the vehicle closer to the target group and make it tangible, USP was commissioned by Toyota Switzerland to design, plan and implement a nationwide roadshow.
USP designed the stand and brand presence for the roadshow based on the design and formal language of the avant-garde Toyota C-HR and the imagery of the campaign: Angular edges and futuristic design of the stand elements embedded the vehicle in the center of the stand seamlessly into the atmospheric appearance. Three themed information pillars - in the same design language - presented the central innovations in the areas of technology, drive systems and sustainability in a visual and informative way. However, the design-oriented Toyota C-HR with its eye-catching bi-tone paintwork was the real star of the presentation.
Switzerland-wide tour at 8 locations
The roadshow toured throughout Switzerland across all language regions and visited high-traffic indoor and outdoor locations at train stations, shopping malls and public squares in urban areas. This brought the new Toyota C-HR directly to the target group, who were able to find out all about the vehicle and receive comprehensive advice from the competent, professional and friendly USP car explainers on site. Anyone who wanted to take a test drive after the test drive could register directly on site for a test drive at their preferred dealer.
Digital support from a single source
The roadshow was also accompanied by a social media campaign on Facebook, Instagram and Tiktok - in the run-up to the event, regionally targeted advertising created awareness and traffic for the respective roadshow locations, and interested parties were then encouraged to book a test drive in step two. The campaign consisted of video animations and static advertising material; content creators visited the roadshow locations for TikTok and reported on the live activation.
With warp, USP's subsidiary agency for full-service digital marketing, the digital services from concept to creation of all assets to media planning were all realized from a single source.
Briefing
Bringing the new Toyota C-HR with its unique design language to the target group in order to build awareness and arouse interest for a test drive.
Solution
A modular stand concept that takes up the visual and design language of the model and showcases the vehicle with its strong character - as well as well-trained car explainers from USP, who can provide competent, committed and friendly information about the vehicle and pick up leads.
Result
A nationwide roadshow at high-traffic locations that generated attention and awareness for the Toyota C-HR - as well as many interested parties and high-quality leads who were inspired to take a test drive following the roadshow visit.