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LA AUTO SHOW
Welcome to the Toyota showcase at the Los Angeles Auto Show, where color meets lifestyle in a dynamic fusion of choice and community. Explore distinct lifestyle zones celebrating the essence of each Toyota vehicle category, inspired by the diverse needs and passions of our customers.
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The strategy
We tailored zone delineations to reflect diverse lifestyles and needs across vehicle categories. From the adventurous spirit of the Truck Zone to the urban chic of the Sedan Zone, each embodies a unique narrative and color scheme, empowering customers with choice. Our shopper-centric approach ensures a modern, personalized experience aimed to resonate with today’s shoppers.
Immerse yourself in our thoughtfully crafted space, where each individual zone is color-coded to embody distinct lifestyles. In the vibrant Truck Zone, Adventure Seekers reign supreme, with the 2024 Tacoma poised for action amidst energetic hues. Delve deeper into our Beyond Zero message, where the Electrified lineup, led by the Prius, symbolizes eco-consciousness and innovation for Future Thinkers, ready to embrace the future.
Central to The Power of Choice is the process of self-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.
Always at the forefront is a purposeful empathetic narrative, authentic to the Toyota consumer. Whether it's empowering families in SUVs, 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
A key hurdle was convincing the client of reducing vehicle quantities to be showcased while still offering attendees ample choices and still remaining engaging for attendees. We were also faced with the question of how we would distinguish ourselves from the herd and craft a space that enticed attendees to linger, unwind, and enjoy themselves, all while effectively building brand and product awareness while fostering self-discovery.
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THE TAKEAWAY
Underscored here was the effectiveness of our approach: color-coded zones paired seamlessly with the user-friendly Discover Toyota kiosk, guiding attendees through a journey of self-exploration. Amidst the hustle and bustle of the auto show, attendees found solace in our inviting space, where relaxation and interaction with the brand harmoniously coexisted. This balance ensured that engagement felt natural and unobtrusive, allowing visitors to delve into their personal automotive preferences at their own pace. By offering a welcoming atmosphere and empowering attendees with the "Power of Choice," we successfully created an environment where brand and product awareness flourished organically, leaving a lasting impression on all who experienced it.
Ready to cut to the chase? Click to watch the sizzle 🚀
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TOYOTA SPORTS
FESTIVAL
Project Role: Associate Creative DirectorTeam: C.Clark - ECD, G. Kim - Art Director, W. Adams - 3D📷 K. Rapier and others
