Toyota: Showroom VR experience

Working with Toyota Motor Europe to develop an in-showroom virtual reality experience illustrating the benefits of the new Mirai vehicle. Designing and delivering a prototype in Brussels for measurement, review and feedback ahead of a pan-European rollout.

Initial designs built on our ‘follow the wave’ creative platform to encourage consumers to step towards the VR experience

The muster production team visited European suppliers during the production phase to review and test development before onsite delivery

The iconic ‘wave’ graphic was applied to the showroom windows for maximum exposure to passing consumers and encouraged them to experience hydrogen technology in virtual reality

The experience balanced the need for privacy when taking part in a virtual experience with clean and clear branding to provoke participation

The pod combined existing showroom assets (for cost efficiency) with simple instructions and hardware placement for consumers to enjoy the content without the need for staff assistance

unmissable experience

The VR film featured engaging and educational content focused on the technology that we then measured with a simple tablet questionnaire afterwards for time-coded data