Toyota at Boston HUBweek

HUBweek, a civic collaboration and weeklong festival that celebrates innovations in art, science and technology, brings together the most creative and inventive companies and individuals from around the world. So what better place could there be for Toyota to promote its Prius Prime hybrid electric vehicle and its hydrogen-powered Mirai, which is scheduled for roll out over the next year? MC2 created a chrome-wrapped Mirai and crane-lifted it to the top of Toyota's booth, where it sat on a specially engineered “tray.” RGB color cycle, LED lights, oversized incandescent-looking bulbs illuminated the car, and lighting posts with overhead branding surrounded it, making the Mirai a beacon at the event. One side of the container featured an outdoor lounge with a charging table for mobile devices, while the back was set aside for a VR experience. Situated directly beneath the vehicle above, a lightbox showing the underside of the Mirai was mounted on the ceiling, giving visitors the illusion they were seeing into the car above. Attendees also could take 360° virtual tours of the hydrogen fuel cell technology powering the Mirai. And spotlighting Toyota’s self-imposed 30-year commitment to a cleaner future, giveaway magnets dotted the box’s interior, challenging visitors to become more environmentally aware. The outside — and inside — of the box generated 300 product leads, 75 test drives and more than 10,000 impressions.