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The Toyota Project

35,000 viewers per day!

Toyota Project

Whether you walk, drive or fly past it, you can't miss the enormous image of the Toyota Formula One racecar and driving team plastered onto the main building of Toyota's European headquarters in Brussels. A highly complex project resulting in a stand-out, attention-grabbing visual promotion. Only Scotchprint® Graphics and a dedicated team of experts could have pulled this one off.

They say that the Great Wall of China is the only structure visible from a spacecraft orbiting the earth. That may still be true, but Toyota's promotion of their first ever participation in Formula One may not be far behind. The gigantic image of a Toyota Formula One car and the team's two drivers on the main building of Toyota's European headquarters in Brussels, while not visible from space, has certainly been seen from the skies of Belgium - as well as by thousands of other business executives who pass the building each day.

With the help of Scotchprint Graphics, the Toyota building became a huge billboard, visible even to passengers on passing aircraft. And what with seventy percent of planes from Brussels' main airport flying past it, a lot of people were getting the message. E-mails, faxes and letters flooded in wanting to know more - many from pilots of the world's leading airlines.

Toyota's slogan: One aim. The challenge… to bring a dream to life also inspired the more than 35,000 people who pass their headquarters every workday. Seeing the enormous image from their car, whilst walking, cycling or jogging Toyota Project by, or even from the window of a bus, there are few people in Europe's capital city who are not aware of what Toyota has achieved. Add to that the 1,000 plus people who work in and visit the building each day and you end up with higher visibility than regular billboards could ever achieve.

Far from being something that was quickly put together, Toyota's Formula One promotion was a complex project that took much time and dedicated effort, involving different experts and companies. The building's original architect provided building dimensions; geometric experts assessed the building's condition and pointed out any special features to be considered; a photographer created the image; graphic design agencies fine-tuned and sized the image; a graphic manufacturer printed and finished the self adhesive image.

A specialized firm was given the task of putting the 500 pieces onto the building in the right way, to form the correct image. Their expertise was also needed in order to remove the image at the end of its lifetime, without damaging the building's surface or leaving any trace of the image.

Finally, the project also called for specialist lighting, electricians and sound technicians. Whilst the image was on the building, visitors were also treated to the sound of a racecar's engine upon arrival at reception, providing a more complete experience of the thrilling atmosphere of Formula One.

See the Toyota Project Video.