Charged to Lead

Main category

B2B

Sub-category

1. Conference, Congress, Convention, 2. Trade Show/Exhibition

Watch the event video

https://www.youtube.com/watch?si=IfNLKvXJvzbRFspO&v=mXwQIwXaXCg&feature=youtu.be

Event Description and Key Objectives

The event where innovation meets ambition. A journey designed to inspire, engage, and shape the future. A fully immersive Toyota world, where every touchpoint was designed to spark interaction, engagement, and emotion. The experience featured exhibition areas, auditoriums—one designed for impactful presentations and choreographed car reveals—and a distinctive dinner room. The gala dinner, with a bespoke show, amazed, entertained, and created lasting emotional memories in a carefully curated space designed to engage and delight. Surveys confirmed an overwhelming sense of excellence and success. The key objectives were to: • Recognize delegates for their contributions to Toyota’s growth in Europe. • Communicate the company’s global and regional vision while motivating each market with future strategies. • Boost confidence and business partnerships with Toyota. • Exclusively showcase the future product lineup under strict confidentiality.

Key challenges

For 9 days, Lisbon was the stage for a highly complex international experience involving 3,100 guests of 43 nationalities. From the arrival in Lisbon until the last day of activities, a real Toyota ‘city’ was created, with the construction of 5 auditoriums, lounge and exhibition areas, a dining area and, the highlight, the unique Lisbon Café, which featured a pastel de nata factory (famous Portuguese pastry) and coffees from around the world. This experience was designed to provide unique moments of interaction and immersion with the brand, aiming to amaze and involve participants from the first moment. An event that unfolds across 44 events, offering a completely unique set of experiences—from accreditation and confidentiality to the main TME presentation, exhibition areas, national meeting presentations, and later, a dinner featuring a memorable, tailor-made show. All of this set against a backdrop of 43 cultural, linguistic, and gastronomic challenges.

Basic information about the event

Name of the organiser

Desafio Global

Location

Lisbon, Portugal

Event duration

12/2/2024

Client

TOYOTA MOTOR EUROPE

VOTING LINK

Event results

Creativity

The theme of the meeting was ‘CHARGED TO LEAD,’ preparing and empowering each market to advance Toyota’s position as a leader in an electrified, carbon-neutral world. We didn’t just create a venue—we built a “city”. A fully immersive Toyota world, where every touchpoint was designed with purpose. The layout, meticulously planned for exploration and discovery. Every element crafted to spark interaction, engagement, and emotion—from the first moment to the final farewell. Finally, confidentiality was critical. Each day culminated, with a gala dinner like no other, featuring a tailored three hour show, created to amaze, entertain, and leave a lasting emotional memory. Above all, the results spoke for themselves—internal surveys confirmed an overwhelming sense of excellence and success. Guests left not only impressed but inspired.

Innovation

By centralizing all retailers in one location, the event maximized efficiency in logistics, setup, and confidentiality while providing a highly impactful and motivating product experience to reinforce Toyota’s vision for the future. A real Toyota ‘city’ was created to welcome guests. The layout was designed to encourage exploration and a journey of discovery. This included 5 auditoriums, a spacious lounge and exhibition areas, dining areas, and the unique Lisbon Café. The event culminated in a gala dinner with a gastronomic experience and a memorable, tailor-made show. This experience was designed to provide unique moments of interaction and immersion with the brand, aiming to amaze and engage participants from the first touchpoint to the final farewell.

Execution

Measurable results

Record-Breaking Survey Results: Internal client surveys revealed record-breaking results, confirming that guests were highly inspired and motivated by the event: • 98.6% agree or strongly agree that event met retailers’ expectations • 100% agree or strongly agree that retailers had a positive experience • 100% agree or strongly agree that retailers gain confidence in Toyota Brand/Product/Partnership • 96% agree or strongly agree that the (new) event format should be repeated This communication strategy not only ensured effective engagement but also reinforced Toyota's commitment to its retailers, making the event a resounding success and a benchmark for future initiatives.

Communication

Leveraging a multi-channel approach, Toyota maximized engagement and developed a sense of exclusivity and excitement for the event. Centralized Communication Assets: Toyota developed central branded communication assets, which were distributed to National Marketing Sales Companies, ensuring consistent messaging across all country delegations. Channels Utilized: • Email Campaigns: Teasers, targeted invitations, reminders, and post-event follow-ups were strategically timed to build anticipation and maintain engagement. • Personalized Invitations: Key retailers received exclusive invitations via internal apps, direct email, and postal mail adding a touch of exclusivity and importance. • Digital Platforms & Social Media: Limited use due to the internal audience, but key touchpoints reinforced Toyota’s messaging.

Sustainable practices

Yes, we adopted several sustainable measures. We used notebooks and pens made of cork, a renewable, eco-friendly, and local Portuguese material. Although we did not offset the carbon footprint of air travel for around 3,000 participants from 27 countries, organizing a single event avoided the environmental impact of 27 separate national events. We also minimized printed materials by using digital formats and reused signage and equipment throughout the 9 days, ensuring resources served multiple delegations. These steps helped reduce both environmental impact and resource consumption.