Toyo Tires Activation

World Athletic Championships, London

Toyo Tires wanted to attract crowds with a branded environment to support their trackside sponsorship at the event. I created a customer journey and fit-out located outside the Olympic Park stadium. Visitors were invited to join in physical play and educated through sporting infographics.

To tap into people’s competitive spirit, I created the interactive infographics in 3D, so visitors could participate physically and appreciate the heights, lengths and speeds achieved by record-breaking athletes. After completing a ‘lap’ of the space and taking a variety of sporting challenges, they got to compete for a family holiday by attempting to grab gold in a Crystal Maze style contest.

The space was busy across the event, attracting visitors through exterior high-level branding and competition messaging. The challenges offered something for every age group and people left with a better understanding of the sport. The family holiday challenge was a powerful driver and generated a high number of entries.