In the B2B category, celebrating outstanding business‑focused events, Desafio Global earned third place with Charged to Lead, an immersive experience created for Toyota Motor Europe.
It also received the Best Conference, Congress, Convention award, recognising its engaging format, professional execution, and effectiveness in connecting and inspiring business audiences.
The event recognised delegates for their contributions to Toyota’s growth in Europe, communicated the company’s global and regional vision, boosted confidence and business partnerships, and exclusively showcased the future product lineup under strict confidentiality. Surveys confirmed an overwhelming sense of excellence and success.
For nine days, Lisbon served as the stage for a highly complex international experience involving 3,100 guests of 43 nationalities. A real Toyota “city” was created, featuring five auditoriums, a lounge and exhibition areas, a dining area, and the unique Lisbon Café, with a pastel de nata factory and coffees from around the world. Across 44 events, participants experienced accreditation, confidential product presentations, national meetings, and a gala dinner featuring a tailor‑made show.
The theme Charged to Lead prepared and empowered each market to advance Toyota’s position in an electrified, carbon‑neutral world. Every element was crafted to spark exploration and discovery, culminating in a bespoke three‑hour gala show designed to amaze and leave a lasting emotional memory. Internal surveys revealed record‑breaking results, with nearly all participants reporting a positive experience and increased confidence in Toyota’s brand, products, and partnerships.
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