Fieldays is the largest agribusiness event in the Southern Hemisphere, with over 130,000 visitors and 100s of exhibitors, as well as being New Zealand’s unofficial motor trade show (with a heavy rural skew).
In an increasingly competitive automotive landscape, where electrification is reshaping consumer expectations, Toyota needed to stand apart while remaining synonymous with reliability, trust, and customer care. We responded by creating a vibrant, welcoming destination that drew visitors in and encouraged them to stay, explore, connect and engage with the brand on their own terms.
The Toyota site brought together the brand's rich heritage and forward-looking innovation, showcasing everything from a classic 1977 Hilux to the latest passenger and light commercial vehicles, including the Hilux Hybrid and bZ4X EV. A dedicated Gazoo Racing display added another dimension, celebrating Toyota's performance pedigree and ensuring there was something to capture the imagination of every type of driver.
Beyond the vehicles, the experience was designed to foster genuine connection. Signature Toyota hospitality, complete with complimentary coffee and biscuits, created a relaxed atmosphere, while appearances from brand ambassadors Matt Watson and Willie Apiata added a personal touch. Interactive activations, including the crowd-favourite Hilux High Striker with spot prizes, kept energy levels high throughout the event.
Spur concepted, delivered and managed the site, and brought together cross-functional internal teams including sales, accessories, marketing and CRM to deliver a strong sales and CRM result for the brand.
Our scope of services included:
- Lead agency
- Concept development
- Design of site layout & CAD modelling
- Project management
- Build and construction management
- Health & safety planning
- On-site event management
- Promotional staffing
