Toyota Corolla Altis

Description

Challenge The brief given by Toyota Kirloskar Motor was to create a spectacular launch for the all new Toyota Corolla Altis in India. The objective was to organize a press launch for 100 people in the morning followed by an evening launch for dealer principals, exclusive customers and Toyota dignitaries on the 5th of September 2008. Solution We devised a strategy that would blend the brand message with the product message in an exclusive setting. We decided to give audience an exclusive preview of the One above Lifestyle that would best reflect the product identity of the Altis - Designed to Inspire Envy. We broke down each element that represented the cars characteristics and used entertainment combined with technology as a medium to convey the message of the product. Result An outstanding number of over 1500 people (comprising of dealers, consumers and prospective consumers) drove all the way to witness the grand launch of the sedan and got to experience the car in an exclusive environment. Artists invited to perform were the likes of Shiamak Davar & Troupe, Laserman, Loie Fuller and several others who brought down the curtains with fabulous performances & representations of power.

Keywords

Toyota, Corolla, Altis, Launch, Envy

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