By turning off the screen in cinema, we took a captive audience and brought them on an imagination-based engaging journey. With the aid of the theatre’s 7-speaker 5.1 surround system, we created a 3-dimensional soundscape that would hit them left to right, front to back, allowing each person to paint their own vivid mental picture of the story being described. In essence, ‘theatre of the mind’.

With the economy beginning to falter, summer was an ideal time for using cinema. In doing so, we engaged the audience to listen, rather than just watch. The results? Following the commercial run, Yaris sales spiked, ending the year with a 119% increase in sales, compared to just a 19% sales increase for other vehicles of its segment.