A 6-day, back2back, on-site event as a center piece to a string of communication measures which manifests the new brand campaign into the minds of Toyotas employees, dealers, and business partners.
“Beyond zero” is an expression of Toyota’s visionary self-image of continuing to innovatively drive, help shape and continuously improve the topics of mobility, sustainability, and urban community in the future.
Regular, informative training sessions are not emotional enough to cause intrinsic motivation for employees. To make this vision visible and tangible, brand & campaign ambassadors are needed who understand, internalize, and carry this campaign forward.
Guiding concept plan: the Beyond Zero summit live event must serve as Toyota Germany’s official campaign kickoff for a new era of communication, and all participants need to be elevated to the status of true Beyond Zero ambassadors.
Guiding realization idea: a 6-day, back2back, on-site event experience as a center piece to a string of communication measures, which truly implements the Beyond Zero campaign into the minds of employees, dealers, and business partners.