DMS Media | Launching C-HR
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Launching C-HR

How do you launch a car, the like of which you’ve never built before? That was the challenge facing Toyota when it approached us to help produce a suite of assets to tell its Pan-European prospects, existing customers, dealers, staff, and journalists about the ground-breaking model.

Working with multiple departments, stakeholders and markets, we produced the following creative in the five-month period between July and December 2016.

  • 500 production and hero stills
  • 6 studio-based dealer training films, presented by Jonny Smith, of Fifth Gear
  • 4 product feature GIFs
  • 3 internal and external use voxpops at the Goodwood Festival of Speed, Lord’s Cricket Ground and Glasgow city centre
  • 2 Instagram influencer activation films, shot on location in Madrid
  • 2 external use studio films – one a pre-sales review and the other a production specification review with voiceover
  • 1 experiential activity film, bringing to life the C-HR’s tour of the UK


Some of our assets have yet to be published as we enter the final stages of the C-HR launch, but here are some preliminary results of what has been shared so far. Final results to follow.

  • Significant increase in car chapter web traffic
  • 120,000 views and rising on published assets
  • Internal training films added to centre staff training app ensuring longevity

21st December 2016


Automotive, Branding