- Toyota Fleet Marketing National Executive Meeting
Terranea Resort, Palos Verdes CA
In June of 2010 the Toyota Motor Corporation brought 15 of their unreleased Plug-In Hybrid Prius’ to Palos Verdes California for a special presentation. Their goal: unveil the car during a four day exhibition to an exclusive group of Fortune 100 guests from companies like Pepsi, Sony, Apple, Intel, Kawasaki, and Michelin, and allow them to experience the new Prius first hand.
With their fleet of 15 advanced vehicles, along with the current full line of Toyota’s, and a list of nearly 100 corporate guests from across the country, Toyota needed an agency to produce their presentation as well as a company to manage their fleet. Ignited offered a unique solution to the problem by turning to their own Experiential Department to take care of the entire project.
Keeping their profile as the premier Earth friendly car in mind, Ignited focused on finding ways to emphasize this position both during the presentation and behind the scenes. In preparing and detailing the fleet for showcase a water reclamation kit and biodegradable chemicals were used. For the presentation itself, a mobile solar powered generator was brought in to charge the Plug-in Hybrids resulting in a nearly 0 carbon footprint for the entire event.
The Plug-In Hybrid Prius had new and improved attributes which needed to be highlighted during the presentation.
- Electric Vehicle Mode – 100% Electrical Driving
- Enhanced Torque
- Improved Regenerative Capabilities
- Increased Fuel Efficiency
In order for their guests to appreciate these advancements Toyota needed a route that would allow them to be experienced by the driver.
So Ignited designed a circuit that would offer organic opportunities for the Prius to demonstrate these features. A map of the course was included in the car for each guest and even incorporated a game to measure and rate the drivers fuel efficiency.
With a flawlessly executed program and a meticulously maintained fleet, Ignited exceeded Toyota’s expectations helping to create a very successful presentation.