This exciting festival was structured around the launch of the new Toyota Hilux and included both business sessions and vehicle based activities in Johannesburg over 5 days, open over the weekend to dealers and their customers to attend and take part in the activities which included ride & drive and urban tracks to driving on the 4×4 track. The event in Durban and Cape Town was staged over the weekend and was also open to dealers and their customers who were invited to partake in some thrilling hands-on Hilux activities.

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The event highlights included driving the all new Hilux, Fortuner, Prius and Lexus LS onto the stage as part of the big reveal, as well as a number of performances by celebrities for the Award dinners including MC’s Chris Forrest and Michael Mol, AIG artists, Blackbyrd and Hot Water.

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Our productions team created and produced a never-before-done 3D specs video of the Hilux housed in a custom-built 100-seater dome, while our stands division built a mini remote control 4×4 track where kids could drive bespoke remote Hilux cars. All the activities were pulled together by a ToughFest app, which led users on a virtual scavenger hunt, encouraging them to take part in all experiences at the festival. Guests earned badges for each activity, each time entering them into an hourly lucky draw for prizes, whilst collecting data that we could use to retarget offers and communications post the festival. Needless to say, Toyota’s dealers and customers were blown away.