Story Experiences Executes Launch Event With Immersive Technology for Yokohama’s Bluearth-GT Tyre

Marketing | October 14, 2020 | News

Story Experiences Yokohama

On October 4, 2020, Yokohama India virtually rolled out its new tyre, the BluEarth-GT. Story Experiences partnered with Yokohama to conceptualise, schedule and conduct the launch event that was witnessed by more than 1,000 guests including Yokohama network dealers across India.

The event was a mix of immersive technology and design with engaging content and audio visuals. For online registrations and event streaming, a comprehensive microsite was created. The registration page on the event microsite was given the look of an actual registration desk manned by hostesses during the pre-event phase.

The event started with a venue walk through video with an aim to give the guests the sense of entering a hotel lobby, moving into the pre function area and finally into the ballroom. The design of the entire venue was inspired by the BluEarth-GT tyre. It included an entrance arch, thematic installations, branding panels, display zone and timeline video book.

The show started with NitinMantri, Chairman, Yokohama India Pvt. Ltd., giving a brief introduction about the brand philosophy and market opportunities in India. This led to the launch sequence. Taking cues from the product philosophy and using special 3D effects, the sequence was a visual representation of the tyre being inspired by the five elements of nature – Earth, Fire, Water, Wind and Space.

The car journey video also included a stopover at City Palace, Udaipur, where HarshwardhanHonmode, Director, Yokohama India Pvt. Ltd., spoke about the Indian market segment. The product segment and positioning was discussed by Harinder Singh, Director, Yokohama India Pvt. Ltd., at Gateway of India in Mumbai. Both these presentations were elevated through animated graphics and visuals.

The challenge of this project was the extensive scope of chroma shoots and video editing. The detailed product feature presentation was supported by holographic visuals and content. Online polling, region-wise chat features, reaction emoticons were also added to enhance the guest engagement.

“We wanted to create an experience that was the perfect mix of on-ground events and virtual possibilities,” said Amit Gupta, Founder & Director, Story Experiences.

“We knew that to grab and ensure the attention of such an audience on a virtual platform, we needed to create a lot of interesting and engaging content. Hence we took a story-telling approach while showcasing the product and its features,” said NehaKalraBathla, Director, Story Experiences.

Story Experiences partnered with Yokohama for the launch event with immersive technology that was witnessed by more than 1,000 guests including Yokohama network dealers across India.

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