In October 2023, Toyota Switzerland, in collaboration with EFMP Swiss Partners USP Partner AG, embarked on a groundbreaking journey to introduce the newly revised Toyota C-HR to the Swiss market. This initiative aimed not only to raise awareness about the iconic model but also to provide an unique experience for the target audience through a roadshow across Switzerland.
Avant-Garde Design and Brand Presence:
USP Partner AG, renowned for its expertise in conceptualising, planning, and executing impactful live marketing activations, took inspiration from the avant-garde design of the Toyota C-HR. The stand and brand appearance were meticulously crafted to echo the angular edges and futuristic aesthetic of the vehicle. The seamless integration of stand elements created a captivating atmosphere, with three thematically oriented information columns at the heart of the display, focusing on technology, drive systems, and sustainability.
Highlighting the Star: Toyota C-HR
At the center of the roadshow's attention was the design-oriented Toyota C-HR, adorned with attention-grabbing paint that made it the real star of the performance. The innovative design not only showcased the vehicle's aesthetics but also communicated its technological advancements and commitment to sustainability.
Nation Wide Tour:
The roadshow embarked on a comprehensive tour across all regions in Switzerland, strategically selecting high-frequency locations such as train stations, shopping malls, and urban public spaces. This strategic approach ensured that the new Toyota C-HR was brought directly to the target audience, providing an opportunity for potential buyers to engage with competent, professional, and friendly USP staff who offered detailed information and advice.
Digital Integration for Maximum Impact:
Recognising the importance of digital channels in today's marketing landscape, the roadshow was complemented by a robust social media campaign on Facebook, Instagram, and TikTok. Regionally targeted advertising materials were created to generate attention and foot traffic for each roadshow location. The campaign included engaging video animations and static advertising materials, with content creators visiting the roadshow locations and providing coverage on TikTok.
Book a Test Drive:
The digital component of the campaign not only served as a promotional tool but also facilitated direct engagement with the audience. Interested individuals were encouraged to book a test drive online, seamlessly transitioning from virtual interest to real-world experience.
The EFMP Swiss Partners USP Partner AG's roadshow for the Toyota C-HR stands as a testament to the power of experiential marketing and digital integration. By combining avant-garde design with strategic planning and a comprehensive digital presence, Toyota Switzerland successfully brought its newly revised model closer to the market, leaving a lasting impression on the target audience. As the automotive industry continues to evolve, such innovative approaches pave the way for immersive and impactful brand experiences.