Leading up to the launch of the new 2018 Camry, Toyota implemented a “Sensations” marketing campaign, with the aim of tapping into drivers’ emotions and the sensations they feel behind the wheel. As an opportunity to amplify their marketing campaign, Toyota teamed up with ESSENCE to create a physical version of their “Sensations” campaign, which would simultaneously highlight the theme of Afrofuturism throughout the event space. The Visionary Group was tapped to bring the brands’ shared vision to life in a meaningful and buzzworthy way.
CONCEPT & VISION
ESSENCE and Toyota sought to create a consumer groundswell in a local market that over-indexes with the African-American audience. They envisioned an Instagram-worthy experience for consumers featuring live performers in a central lounge area, bookending a maze of rooms that would seamlessly incorporate Toyota vehicles alongside key sensory elements requested by the auto brand. Additionally, ESSENCE desired an impactful, Afrofuturistic experience, which would surpass the boundaries of the physical space and be part of a larger 360 campaign.
TVG handled creative ideation, renderings, signage, branding, decor, furniture, onsite management, and they led production on all six sensory rooms dispersed throughout the Sensory Wonderland event space.
The event spawned robust original content for both clients, including a custom video, which ran in ESSENCE’s weekly talk show, ESSENCE NOW, and on the brand’s Snapchat Discover Channel. The program reached over 4 million eyeballs via social media. In print, the event was featured in ESSENCE Magazine – which has a readership of 16 million. The event was also covered by industry publications including Event Marketer and Biz Bash.