TOYOTA asked consumers and dealers to submit social projects to a specially built website (http://live.toyota.de) where the public voted for the projects TOYOTA should support.

These projects were then showcased in a massive 2-hours live gameshow called TOYOTA Live!, inspired by “Millionaire”, with well-known celebrities competing against each other to gain as much funding as possible.

Instead of spending a huge budget airing the Show on a big TV-channel, we invested in a national multimedia campaign, inviting our target group to watch the show via an exclusive satellite-broadcasting in all German TOYOTA dealerships - on the day of the Auris launch.

2 weeks before the TOYOTA Live show-event we started the huge campaign with high ad-pressure in TV, OoH, print, radio and digital as well as local-promotions that leaded consumers to local dealers where the live-show exclusively was broadcasted via satellite.

The show introduced the heart-melting TOP4 social projects for which well known German celebrities competed against each other with all one's strenght. Between each round we linked-up to local dealer, introduced the heads behind the brand or showed new TOYOTA innovations like the first hybrid-fueled MIRAI. At the end the new generation of the AURIS was ceremonially presented to the public by most pupular German TV-detectives.

Beside the deeply moving social projects, the sweeping gigs of international Superstar-DJ and AYGO-Testimonial Robin Schulz, the thriving German Country-Rock-Band The BossHoss and a funny TOYOTA-inspired stand-up comedy from Atze Schroeder transformed the show into a real branded entertainment sensation.

• The most successful TOYOTA dealer-event within the last two years

• 200.000 website-visitors and more than 30.000 project-supporter

• 50% increase of “I would feel proud owning” a TOYOTA Auris

• 200% higher test drive registrations for new Auris vs. forecast

• TOYOTA raised 160.000 EUR helping funds