Toyota 2020 Olympics Campaign
Campaign
In 2018, Toyota introduced their slogan for the 2020 Tokyo Global Olympics Campaign, "Start Your Impossible," to inspire individuals to overcome personal challenges. By 2020, the focus shifted to the "START" aspect of the slogan, emphasizing the importance of taking the initial step in any endeavor.
The communications task was to highlight stories of Olympic and Paralympic athletes who had overcome significant obstacles and to create a cohesive global campaign for Toyota that spanned 34 regions, with a specific focus on North American social media activation.
What We Did
To address this challenge, we developed a comprehensive communication plan and executed a multi-faceted campaign:
Communication Architecture: Collaborated with internal strategy and external media team partners to develop the overall communication architecture and channel strategy for the campaign.
Campaign Planning: Worked closely with global media partners to create a detailed campaign plan, ensuring alignment across TV, OOH, digital, and social media platforms.
Content Creation: Led the creation of social content for the North American region, collaborating with creative teams to produce engaging and inspiring content. This included developing tactical briefs and ensuring adherence to best practices. Content was then routed to global partners and translated.
Cross-Functional Collaboration: Coordinated with account, media, earned, paid, influencer, production, and creative teams to bring the campaign to life. This involved creating a content calendar and timeline with inputs from all teams and working on influencer briefs to maximize reach and engagement.
Outcome
It was a true privilege to be able to work on such a high profile campaign. The campaign successfully conveyed Toyota's message and achieved positive results despite being delayed until 2021 due to the coronavirus pandemic:
Cohesive Multi-Channel Campaign: Delivered a unified campaign across TV, OOH, digital, and social media platforms.
Media Spotlight: Garnered impressive media attention, showcasing the inspirational stories of Olympic and Paralympic athletes.
Brand Perception Shift: Contributed to a significant shift in the perception of Toyota, positioning it as a mobility company rather than just a car maker.