The challenge
Toyota Gazoo Racing, Toyota’s industry-leading Motorsport and Engineering division, wanted to give the brand the acclaim it deserves.
m/SIX and Toyota joined forces to develop a campaign that would reimagine the everyday driving experience. We leveraged the brand’s unparrlelled pedigree in performance, using it as a launchpad for its new road car the Gazoo Racing Supra.
Strategy/execution
We fired up the engine and selected one of the most trusted publications in the car industry, Autocar. Toyota and Autocar partnered with the goal of putting the Gazoo Racing Supra, in pole position with engaged motoring
enthusiasts.
We had to develop a show-stopping campaign to cut through the noise from competitors.
The Full Monte involved Autocar talent driving the Toyota Gazoo Racing Supra across Europe to Rallye Monte Carlo. The team then went behind-the-scenes with Toyota Gazoo Racing to explore the links between the World Rally and science under the hood of Toyota’s new breed of road car. The activity was a roaring success and featured a mix of native long-form video, a live blog, 5pp print supplement and a rich social plan.
Results
– 33% of all survey respondents are aware of Toyota Gazoo Racing
– 51% of respondents aware of the Toyota Gazoo Racing Supra would consider purchasing one, rising to 72% who recall the campaign
– 8 in 10 rated the campaign as interesting and appealing
– 68% took action upon seeing the campaign (e.g. researched, visited website, considered purchasing, clicked on ad, talked about Gazoo Racing Supra, purchased or booked test drive.)
