Customization Takes the Wheel:
Toyota Raize 3D Car Configurator Campaign
With a history that dates back to 1937, Toyota stands out as a Japanese multinational automotive manufacturer and holds the prestigious title of being the top-selling automotive brand in Saudi Arabia. Bolstered by a rich history, Toyota takes great pride in its longstanding association with the Motor Show events in the country. This commitment was once again evident as Toyota showcased its prowess at the Riyadh Motor Show 2023, maintaining its tradition of active participation.
This year's five-day Riyadh Motor Show was held in the Kingdom Arena in Riyadh from the 5th of December 2023 and hosted around 50 leading automotive companies. Toyota, with its unwavering dedication, not only participated but also distinguished itself with the grandest pavilion in the event, named the 'City of Tomorrow’.
Thanks to Verto, we at Ormor Agency seized a remarkable opportunity to represent this automotive giant at the Riyadh Motor Show 2023. This partnership provided us with the platform to highlight Toyota's mastery and leadership in the automotive industry, granting attendees an insight into the state-of-the-art technologies and groundbreaking innovations that set the brand apart.
Client Requirements
The requirement put forward by Verto for Toyota was to create ten Phygital experiences blending physical experiences with digital technologies. As the largest pavilion at the Riyadh Motor Show, the imperative was to infuse each experience with turbocharged excitement, aligning seamlessly with the client's vision. A paramount focus was placed on tailoring these experiences for the specific audience—enthusiastic Saudi automotive aficionados.
Given the magnitude of the task, each of the ten unique experiences carried distinct requirements, necessitating a bespoke approach for each. The challenge was further intensified by a tight timeframe, demanding that all ten experiences be meticulously crafted within just two weeks. This accelerated timeline underscored the agility and innovation required to meet the client's expectations and deliver an immersive showcase that would captivate the target audience at the Riyadh Motor Show.
Key Objectives
With client requirements in mind, several pivotal objectives were outlined for the event. The goal was to prominently highlight Toyota’s latest releases, ensuring they received the attention they deserved. Alongside this, it was essential to showcase a diverse range of new Toyota models from global markets, offering attendees a comprehensive look at the brand’s international lineup.
Educating the audience on the unique features of each model—spanning technology, design, and functionality—was a key priority. To elevate engagement, interactive elements such as distinctive games and activities were incorporated, making the experience more dynamic. Ultimately, the aim was to craft an enjoyable, memorable event that would leave a lasting impression, creating immersive moments that captivated and sustained the audience’s attention throughout.
Challenges
While endeavouring to create an unforgettable experience for Toyota, we encountered various challenges that had the potential to impact the quality of the services we aimed to deliver. Chief among these challenges was the constraint of time. With a mere two weeks allotted to complete 10 distinct experiences, time became a critical factor in our project.
We employed multiple outsourcing strategies to navigate this tight timeframe and ensure maximum quality. Coordinating among these diverse entities presented an additional challenge, demanding seamless collaboration and communication. Despite these obstacles, our commitment to excellence prevailed, and we successfully delivered captivating results that exceeded expectations.
The Ten Terrific Experiences
The Toyota Pavilion presented an array of ten extraordinary experiences, seamlessly integrating innovation and avant-garde technology. These immersive experiences captivated visitors with a perfect blend of entertainment and technological prowess. The diverse range of experiences included:
1.Face Swap
Highlighting Toyota's new Mirai and its hydrogen engine, the face swap game invites users to capture a photo on the adjacent tablet. After uploading, a captivating video unfolds on the main screen. The video features the Toyota Mirai traversing a desert, with the driver's face seamlessly replaced by the visitor's image. As the Mirai moves, the path transforms to green, symbolizing the eco-friendly impact of its pure water emission. Developed with Unreal Engine, the Face Swap experience not only captivates users but also underscores the Mirai's eco-friendly essence, emphasizing its role as a sustainable champion for the environment.
2. Car That Feels
The Car That Feels was an intriguing experience crafted using Resolume. In this interactive experience, the car responds dynamically to posed questions, projecting reactions that intricately map onto the windows of the Toyota Highlander.
This one-of-a-kind setup creates the illusion of the car engaging directly with visitors, delivering a captivating and educational experience. Through interactive responses, expressive reactions, and corresponding sounds, the Car That Feels delivers an engaging and educational experience, enlightening users about the distinctive features of the Toyota Highlander.
3. Brandlive MOCAP
Crafted with Unity, the Brandlive MOCAP (Motion Capture) experience unfolds on a vertical screen, featuring Jameel—a dynamic 3D model character actively engaging with visitors. Every movement and gesture of the 3D character mirrors the actions of an individual sporting a ROKOKO suit on the opposite side of the event space. The ROKOKO-suited performer not only controls the character's interactions but also responds to audience questions, creating an engaging and responsive experience for attendees.
4. Multiball
Multiball fuses the worlds of tangible and digital sports gaming, offering users a diverse array of activities within a virtual sports arena. This platform not only provides entertainment but also integrates cognitive training into the gaming experience.
Players can effortlessly navigate through various options, choosing their preferred game, adjusting the difficulty level, and deciding between a solo challenge, a duo match, or diving into an exhilarating tournament.
5.Turbo Thrill
The Turbo Thrill was an exhilarating two-player car racing experience. Upon clicking on the start button, users are seamlessly transported into the heart of the action. The players can use the joystick to move the car left or right. As the race commences, participants must skillfully navigate the track, strategically collecting valuable collectables and speed boosters. These speed boosters propel the user to greater velocities, the collectables contribute to the accumulation of points.
Ultimately, victory belongs to the user with the highest point total. Turbo Thrill not only delivers high-speed excitement but also adds an element of strategy and skill, making it a dynamic and competitive racing game.
6. WEHEAD Hardware
Wehead is a revolutionary three-dimensional video calling system that effortlessly captures and projects users' movements and replicates hand gestures, creating a remarkably lifelike experience. Wehead can transcend the constraints of conventional video calls, providing users with an authentic sense of presence and unprecedented control over their virtual interactions.
7. The Temi Robot
The Temi robot served as the gracious host at the Toyota pavilion, extending a warm welcome to every visitor at the Toyota pavilion. It not only greeted guests but also provided insightful information about Toyota's extensive history of Motor Shows in the country.
Beyond a mere introduction, Temi provided valuable insights into the Toyota Pavilion, offering details on the showcased cars, a comprehensive map of the entire experience, and even guiding lost visitors to their desired destinations. Temi wasn't just a cherry on top; it was the interactive guide enhancing each visitor's journey through the Toyota Pavilion.
8. Emoji Quiz Game
The emoji quiz was an engaging two-player experience designed to challenge participants to decipher car model names based on carefully crafted emojis representing key features of the vehicles. Crafted with precision using NodeJS and ReactJS, this interactive game transcends mere entertainment, offering players a fun yet educational journey through the diverse world of car models.
9. Sound Quiz Game
In a concept akin to the emoji quiz, the Sound Quiz elevates the gaming experience by enveloping players in the distinctive revving sounds of Toyota cars. Here, participants are tasked with identifying the model name solely based on the unique auditory cues. Whether a player accurately identifies the revving sound or takes a creative guess, the game rewards them with a captivating video showcasing the identified car, accompanied by its distinct engine roar.
Developed with NodeJS and ReactJS, the Sound Quiz not only challenges players but also provides a multisensory journey. This game, seamlessly merging entertainment and automotive appreciation, adds a dynamic twist to the traditional guessing format.
10.Toyota Car Simulator
Elevating the exhibition's allure, a unique addition was the Toyota Car Simulator seamlessly integrated among eight captivating attractions within the Toyota pavilion. This innovative addition provided a captivating and immersive experience for the young minds present at the event, offering them a thrilling glimpse into the exhilarating world of Toyota racing.
The Ultimate Outcome
Through relentless dedication and conquering each obstacle with unwavering determination, our two weeks of hard work paid off splendidly. The Toyota showcase at the Riyadh Motor Show emerged as a beacon, drawing in an astounding 250,000 individuals who eagerly explored the pavilion.
Our collective efforts transformed mere spectators into engaged enthusiasts, creating an everlasting impact on every visitor. The buzz surrounding our display echoed throughout the event, solidifying Toyota's presence as a standout highlight.