We launched the new Toyota C-HR at the
MTV Movie Awards After Party
Toyota's latest car design was everything Toyota is not: Young, sexy and a little badass. So to throw a launch event worthy of the C-HR, we partnered with the original rule breaker and threw a party on their most outrageous night: the MTV Movie Awards.
we got FOUR cars into the
after party and people LOVED it
We create three dynamic, immersive installations inspired by the classic stories that tied to our launch campaign: Cinderella, the Gingerbread Man, and Rapunzel. We seamlessly integrated the C-HR into these installations—making them an integral part of these classic mischievous stories. We created nstagrammable spaces that people would want to share. Using facial recognition technology, we mapped each individual’s face and compiled their photos from each installation into one unique takeaway. At the end of the night, each party goer went home with a personalized keepsake that was actually a car brochure in disguise.
Also, we got over 298 million impressions.
With the help of a few influencers, we were able to share the fun and excitement of the car launch
and the installations with a lot of people who weren't on the guest list.