Experience · ROOTS
Hino: Soft Sell Approach of Appreciation
Launching a new truck without it feeling like a sales pitch, by making dealers and media the guests of honour.
- 7 Trucks unveiled
The Challenge
A launch and a thank-you, at once.
Hino, a leading truck manufacturer, needed to launch its new 500 series while hosting an appreciation event for dealers and media. The night had to communicate Hino’s core values, Quality, Durability and Reliability, and showcase the new truck’s features, all without losing its entertainment value.
The Solution
Product messaging, woven into the show.
The team threaded product messaging through interactive moments, from pre-dinner games to a themed bar. A video storyboard carried the brand values, a shadowgraph performance saw a dancer interact with the new truck to dramatise its capabilities, and seven vehicles were revealed from behind the hall drapes. Fibre-optic and LED lighting reinforced the technological theme, letting guests feel valued while absorbing the key product story.
The Impact
Entertained, and informed.
The event balanced launch objectives with entertainment, serving both. Hino’s branding ran through the entire experience, the 500 series messaging landed clearly, and extensive media coverage amplified the reach, with guests leaving aware of a new truck line they hadn’t arrived to see.
Guests arrived to be entertained, and left aware of Hino’s new line of trucks.
