Toyota’s business is evolving from an automotive manufacturer to a mobility solutions provider. Toyota wanted to embody their brand commitment of making movement better for everyone through their Team GB partnership, specifically the sponsorship of ‘I Am Team GB’.
I Am Team GB was headlined by The Festival of Sport that saw over 600 events take place over the summer with 82,000 participants, culminating in 20 Tokyo Olympians attending an I Am Team GB event at London Stadium as well as 5 other hero events across the country.
Toyota leveraged a number of touchpoints to achieve it’s objectives including a partnership with Bauer and social AR partnership with Snap.
The Bauer partnership saw IATGB promoted across their Hits Radio and Magic Radio with live spotlights and content across social with Hits Presenter Gemma Atkinson getting active with Toyota ambassadors and Team GB Olympians Laura Kenny and Shauna Coxsey.
The Snap campaign created 3 AR Lens’ that gave users the chance to try out three Olympic Sports in the lead up to IATGB.
Both partnerships were successful; Bauer reached a 5.2m audience and 61% of those exposed wanted to find out more.
The Snap campaign delivered 10M impressions, equating to reaching 21% of the UK 21+ Snap audience.
Overall, unprompted awareness of Toyota as presenting partner was over 51% and those exposed to the campaign were over twice as likely to think Toyota made a meaningful contribution to society and improve people’s lives – a core objective for the brand.
