The new product and communications programme includes gamification and interactive walls.

Brand experience agency Owl Live has created an experiential and immersive product and communications training programme for automotive brand Toyota.

Toyota invited the London and Liverpool-based agency to create a comprehensive training programme to engage their sales force of over 1900 people in selling the brand’s new Aygo X and electric vehicle, bZ4X.

Owl Live’s work on the Aygo X and bZ4X built on the agency’s previous digital training programme for the Toyota Yaris Cross.

The two training programmes – one for each vehicle – consisted of three weeks of experiential sessions, including themed room sets and interactive walls. In total, Owl Live trained more than 990 sales professions on the Aygo X and over 1,000 sales professionals on the bZ4X.

Muriel Holdsworth, Managing Partner of Owl Live, says: “Owl Live’s appointment on the Aygo X and bZ4X projects followed the successful creation of a digital and interactive TV series for Toyota’s Yaris Cross, which was delivered during the pandemic. The digital TV series replaced Toyota’s traditional in-person product training.

“It was paramount that our solution left Toyota’s sales professionals feeling inspired and motivated. It was our job to deliver a digital programme that transcended in-person learning and one-to-one training.”

According to Dave Catt, Manager of Sales, Product, and Brand Training at Toyota, the programme was effective: “We surveyed our colleagues post-training and a staggering 97 per cent felt confident in their knowledge of the new car and their ability to communicate key information about the latest model.”

Owl Live will organise an in-centre training roadshow throughout July and August.