Since we could not take the target to see and test the car under conditions where it could really show what “Total Revolution” was about, we BROUGHT THESE CONDITIONS TO THE TARGET, creating a complete and involving environment to INCREASE EXPOSURE LEVEL TO PERCEPTION AND TRIAL at an unprecedented event in Brazil for a launch of a car: the New Hilux Expo.There, a consumer could know and try the car at real extreme conditions, while being able to take his family and spend the day at attractions that pleased people of all ages.

Demand surpassed even the most optimistic of Toyota expectations. Over 1,000 final-orders were placed during the event; 5 days later over 7,000 final-orders were placed; waiting list extended for several months after the event.Over 30,000 visitors.Over 3,000 Test Drives were performed.Over 27,000 new potential buyers in a database.Despite being an open event, 90% of visitors were strictly target, potential buyers of the vehicle.