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Media test drive event for leading automotive brand

Showcasing the new Toyota Aygo X vehicle for the brand’s key press in Barcelona.

Situation

After a period of events being off the table due to COVID-19, Toyota Motor Europe couldn’t wait to get back on the road and let its key press first drive the new Aygo X to generate informed and positive coverage.

Challenge

BI WORLDWIDE was tasked with delivering an event that would overcome the logistical complexity of 120 attendees from 19 European countries, maximise exposure to the new vehicle, and minimise exposure to COVID-19.

Solution

A week-long schedule of back-to-back 24-hour programmes was arranged at The Paxton Hotel, a 4-star contemporary hotel in the heart of Barcelona, with attendees getting their first interaction with the Toyota Aygo X during transfer to the venue from the airport.

Each rotation of guests was treated to a hosted reception, an à la carte dinner, a presentation showcasing the Aygo X, and access to product specialists and Toyota senior management to ask any questions.

Attendees experienced the Aygo X fleet first-hand through a series of co-ordinated test drives (both automatic and manual transmissions), which followed a bespoke route pre-loaded onto the sat navs.

All the cars were thoroughly prepped for COVID-19, ensuring hygiene and safety protocols were managed in an efficient and participant-friendly manner.

Results

An engaging experience was delivered that showed the Aygo X in its best light, kept attendees safe and energised, and received great feedback from both client and attendees, all embracing the return to in-person live events.

As a result of the event, significant and favourable coverage was generated across key press and social media influencers for the Aygo X.

120 attendees | From 19 countries |  Positive client feedback  |  Excellent car review

“It was a challenging event in difficult times but the team from BI WORDLWIDE delivered an excellent experience for us and our guests. Feedback has been extremely good, and we were able to create a fun environment on site which certainly helped keep everybody’s energy levels up and contribute to a very positive event.”