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Toyota launches CH-R crossover with “immersive talent” fest

We don’t usually write about things that happened nearly a month ago but Toyota’s’s launch of its new CH-R crossover (doesn’t Honda have a CH-R or something very close it?) with an event, ‘The night that flows,’ at London’s Printworks, orchestrated by The Department and PR agency Freuds. The Department describes itself as the “world’s first immersive talent agency” so you know what to expect.

The immersive talent in this virtual reality tour of Europe is Mila Jovovitch. 100 guests on the night received a personalised film with Mila.

Toyota is rather keen on these big stunts. Wonder if it will continue on the same path when it moves to Johnny Hornby’s The&Partnership? Should make for some lively debates between Hornby and Matthew Freud (Freud likes to immerse himself in client strategy too).

This one? Well you had to be there I guess.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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