Objective

Develop an item that would encompass the new direction for Toyota, as well as show the versatility of the new Toyota Supra after a 16-year absence from the market. As a limited addition to the Toyota range, the Supra was available for pre-order only, and it was therefore vital to engage both prospective and actual purchasers during the relaunch process.

Solution

An EL (electroluminescence) box, featuring motion sensor lighting technology, that enabled us to create an engaging and tangible piece way beyond industry-standard booklets. The box showcased the headlight formation and the powerful and distinctive sound of the car.

The presentation box included a brand book, racing gloves and a key ring. The first 300 Supra purchasers received this specialised gift, which included an embellished customised VIN plate to match their new vehicle.

Results

This piece was a way to engage with the buyers and give them a tangible way to experience their new Supra prior to taking delivery of their car. The feedback from the buyers was amazing – “totally unexpected”, “such a collector’s piece”. The dealers were thrilled.

Click on the video to see the spectacular electroluminescence!