Toyota NDM

Medium
Experiential/Event Marketing/
Digital/Social

'National Dealer Meeting'

Every year, Toyota dealership owners gather for a celebration of their achievements.  This year Toyota wanted this meeting to be special. They started by transforming a 100,000+ sq ft raw space over the span of the two-night affair. The event was created with the concept of surprise, based on the theme of “Ever Better.”  Because the theme was EVER BETTER, every 30 mins the space would change and get better and then better again. The color of the space would change, the music would change, rooms that were hidden before would reveal itself and new engagements around every corner would come to life as the evening went on.

Spread over two evenings the entire evening was filled with surprises.

Celebrity chefs (Nobu Matsuhisa and Jose Andres) would appear from out of nowhere and create unique delicacies for the guests. Hidden in oversize chandlers above performers would lower themselves to the crowds below filling champagne.

At the end of both evenings secret entertainment was booked... and without notice, the curtain would come up and they would perform live for the all of the dealers... the first night was Ricky Martin. The second night was Chicago.

Agency
George P. Johnson, Los Angeles