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Interactive brand experience / Toyota / Superegg

C-HR Urban Flow

A movement of the hand. A composition around the car.

At Toyota's C-HR launch in Milan, guests shaped streams of light around the car with their hands. The Urban Flow installation connected a product encounter with a personal composition they could keep and share.

A visitor using a gestural interface beside the Toyota C-HR Urban Flow projection.

01 / THE CHALLENGE

How can guests help create the product launch?

02 / THE EXPERIENCE

Guests registered on a touchscreen, then followed instructions on the LED display. Moving their hands like conductors, they shaped particles around the C-HR as light and sound responded. Their composition was saved in an online gallery and sent by email, ready to share on social media with the campaign hashtag. Registration, creative interaction and sharing formed one connected journey.

03 / DESIGN & TECHNOLOGY

We connected three objectives in custom software: lead collection through touchscreen registration, a gesture-led encounter with the car, and delivery of a personal composition for social sharing. The system orchestrated graphics, light and sound around the interaction, then carried the output into the gallery and email. The launch gave guests a creative role while giving the brand a route from participation to follow-up.

The Toyota C-HR Urban Flow event entrance and registration desk.
The Toyota C-HR Urban Flow event entrance and registration desk. Photo: Toyota / Superegg / Souldesigner.
A participant creating coloured graphics around a projected Toyota C-HR using hand gestures.
A participant creating coloured graphics around a projected Toyota C-HR using hand gestures. Photo: Toyota / Superegg / Souldesigner.

04 / IMPACT

From registration to a shareable product encounter.

The installation connected contact collection, a personal creative interaction around the C-HR and delivery of the resulting composition. Guests could find their work in the gallery, receive it by email and share it with the campaign hashtag. The brand gained a connected route from live participation to content delivery and follow-up.

05 / YOUR NEXT EXPERIMENT

Give people a creative role in discovering your product.

Discuss an experiment

CREDITS & FURTHER READING

For Toyota and agency Superegg, with the Souldesigner team. T'a, Via Tortona 37, Milan. Original project film: Amigdala.

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