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Experiential Marketing

The Challenge

Even as the top-selling auto brand among African American consumers, Toyota continues to search for new ways to engage consumers. With the annual Black Enterprise Women of Power Summit approaching, Toyota called on PRecise for a sponsorship activation that would leave a lasting impression. For inspiration, we looked to Toyota’s 2018 marketing campaign, which focuses on emotions and sensations during the driving experience. This sparked our idea for the “Toyota Sensation Suite.” The activation delivered a full sensorial experience with massages (Touch), delectable bites (Taste), aroma therapists (Smell), a lifestyle video featuring the 2018 Camry (Sight) and a listening lounge with curated playlists (Sound). The 2018 Toyota Camry was also available for attendees to jump inside to snap and post photos. On the final day, we went out with a bang, bringing in New York Times best-seller and Emmy Award winner Iyanla Vanzant.  

The Impact

The “Toyota Sensation Suite” welcomed over 700 visitors, with more than 30% experiencing the new Camry and participating in the company’s data capture. The brand achieved 100% exposure among the more than 1,000 guests between the suite, welcome reception and Vanzant keynote.Attendees raved that Toyota had the best presence of the Summit.

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