TOYOTA CREATES UNIQUE RETAIL THEATRE CONCEPT TO SHOW NEW AURIS
Toyota has created a unique promotional concept store to support the launch of its new family hatchback, Auris.
For six weeks the eight concept stores at Bluewater in Kent; Drake Circus, Plymouth; West Quay, Southampton; Merry Hill, Dudley; Arndale, Manchester; Meadowhall, Sheffield; Metrocentre, Gateshead; and Braehead, Glasgow will provide a mixture of both hands-on and virtual interactive displays, including:
- A 3D movie showcasing the design of the new car
- A “Created Around You” shape game
- A heat wall where visitors can leave their impressions by pressing against it
- Interactive information pods providing full product details
- An Auris which visitors can step into and explore
- Expert Auris ambassadors on hand to answer any questions
For the first two weeks, Toyota has created a marketing first by installing an interactive “living media” shopfront hoarding. This comprises a giant poster site with built-in plasma displays and live, interactive screens giving customers the opportunity to request further product information. These walls will come down on 16 January and the store opens for people to explore.
Within the flagship store at Bluewater, a life-size 3D movie based on Musion® technology and showing the exterior and interior of the Auris from all angles, is another retail first. All activity will be supported by a comprehensive programme of local advertising and image projections directly on to buildings.
Mark Hall, Toyota (GB) PLC Marketing Director, said: “Toyota believes in making it easy and enjoyable to experience our models and this activity for the new Auris is our most imaginative, experimental marketing development yet.
“We find that visitors to the top shopping centres have time to engage in a dialogue with Toyota, but want to be able to do this on their own terms, through interactive information, looking around the car on display, or by talking to our brand ambassadors. It’s great to be able to take on the ultimate challenge of designing a real concept store where they can do all this in comfort and style.”
Auris goes on sale in the UK on 1 February 2007 with prices starting from £11,995.