260.000 is the number of visitors attending the 24 Hours of Le Mans each year. Definitely more than just a simple motorsport race, Le Mans is a full week of entertaining activities giving manufacturers the opportunity to stand out via remarkable concepts.
For the latest edition, TOYOTA wanted its hospitality, set up right at the heart of the 24 Hours village, to mark everybody’s mind. Their goal? To allow motorsport fans to engage with the brand universe in a playful way. In order to do so, the Japanese manufacturer wished to articulate their communication around three main points: TOYOTA RACING, HYBRID products and TOYOTA culture.
We built our response in three phases. We first defined a fanzone concept. In order to stand out and to be visible by spectators while they’re taking a walk around the village, we decided to work on the brand’s positioning and to make TOYOTA the manufacturer closest to motorsport fans. We set up fun and interactive activities essentially focused on spectators. In order to fit in the line with this Fun Zone philosophy, we designed an innovative, open and welcoming structure. Icing on the cake, we were able, throughout the entire week in Le Mans, to see what our concept looked like in reality and to test, try and experience how it functioned concretely by supervising each day of the event.