MERCEDES-BENZ TORONTO RETAIL GROUP
TORONTO FIREFIGHTERS’ TOY DRIVE
Mercedes-Benz dealerships were transformed into Santa’s Place, inviting families to donate toys to the Toronto Firefighter’s Toy Drive while enjoying a holiday experience.
In 2019, Mercedes-Benz continued its annual tradition of partnering with the Toronto Fire Fighters Toy Drive to help bring joy to families across the GTA during the holidays. To support the cause and create a welcoming space for the community, select Mercedes-Benz dealerships were transformed into cozy Santa-themed pop-ups where families could stop by, drop off an unwrapped toy, and get into the holiday spirit. Kids had the chance to meet Santa, take a commemorative photo, and spend time at a colouring station, while parents enjoyed the beautifully designed space that brought a touch of holiday magic with a Mercedes twist. This activation was designed to reinforce Mercedes-Benz’s commitment to community involvement but also, draw traffic to the dealerships in a meaningful and memorable way.
Responsibilities for this activation included collaborating with the client to refresh the existing toy drive experience while aligning it with the refined and luxurious aesthetic of the Mercedes-Benz brand. The designed a new backdrop, curated modern props, and repurposed select assets from previous years to create a cozy, elevated holiday environment. This involved sourcing and procuring set pieces, wall textures, and furnishings, all while adhering to the established budget and brand guidelines. In addition to overseeing all production logistics, coordinated and trained brand ambassadors to act as Santa’s elves, ensuring they engaged guests with warmth and professionalism. Responsibilities also included managing setup and teardown across multiple dealership locations, coordinating the collection of toy donations, and supporting onsite operations. Continuous communication with the client was maintained through workback schedules, approval tracking, and on-the-ground reporting, along with gathering live feedback from guests to assess the success of the activation and post-event reporting.
Deliverables
Concept & Footprint DevelopmentAsset Procurement & Budget ManagementOn-Site Activation ManagementBrand Ambassador Staffing & TrainingLogistics & Transportation CoordinationStakeholder Communication & Status ReportingDonation Program ExecutionGuest Experience OversightOn-Site Execution and ManagementVisual Content and Guest Feedback GatheringPost-Event Reporting