Toyota’s philosophy of kaizen—meaning "continuous improvement" in Japanese—forms the cornerstone of its corporate vision and operational excellence. Rooted in the belief that small, incremental changes can lead to significant long-term achievements, kaizen permeates every facet of Toyota’s business, from manufacturing processes to employee engagement and customer satisfaction.
With the launch of its new cross-compact hybrid model, Toyota had to bring together its 1400-strong dealer network and transfer knowledge of the remarkable vehicle. The car’s USP, “If it’s traditional, it is not C-HR,” became the primary direction for all aspects of the event execution.
Training a national group of 1400 individuals who comprise the national sales network regarding a new and strategically crucial new car model required an event with an optimal capacity of no more than 140 at any one time. The decision was to create a ‘residency’ and take over the venue to embody this direction.
The innovative approach surpassed expectations, revolutionising dealer training and establishing a new industry standard.
Activation success in numbers:
See the activation come to life in its entirety here
The space became a unique campus for learning and cultural immersion
Attendees were enabled by dedicated digital apps to become part of the conversation
M has continued the development of unique learning destinations with its online mixed-reality solutions
