Set up 'Hybrid Experience Center' in 5 major cities in China to illustrate the unique characteristics of TOYOTA HEV cars. Within the Center, navigate the participants to gradually understand the eco-friendly elements as well as driving ability of the HEV cars.

• AR (augmented reality) – AR Markers were placed on displayed cars to visualize the interior parts unseen from the outside, promoting understanding of the technology used.

• Projection Mapping – Visual and audial projection mapping created a sympathetic response with the benefits of HEV cars.

• Digital Signage – The fact that 8 million units of Toyota HEV cars have been sold around the world was conveyed in a sensorial manner to provide one last emotional boost and reassurance towards purchase.

More than 40,000 visitors were counted in 5 cities.

The KGI of "Test drive reservation at experience centers" was achieved in excess. Moreover, unexpected purchase contracts were concluded during the event.

This event, highly valued by TOYOTA, was also exported to Saudi Arabia.

Adopting different technologies in the execution, the event has successfully generated interactions with participants by turning concepts of HEV cars into something visible and fun to be understood. This promotion can hardly be made using traditional advertising channels.

Multiple digital-centric experiences were developed to lead visitors to the test drive reservation, the KGI of this initiative.

Even though China having the largest automobile market in the world, share of eco-cars is still below 0.1% and environmental pollution has become a serious problem. In this adversity, how did Toyota open up the HEV (HEV Hybrid Electric Vehicle) market?