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Toyota: Celebrating Celebrations

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Project Overview

Real-time social engagement with Aussie fans across a summer of cricket, putting Toyota and “Oh What a Feeling” front and center of the cricket conversation

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Execution

Over multiple hilarious webisodes, Cricket Australia’s unofficial Celebration Coaches Steve and Dave coaxed Australian cricket team members to add some real flair to their on field celebrations.

We rolled out bite size GIFS, tailored to specific moments and posted them in real time to engage with TV viewers. The campaign was integrated within Channel 9’s broadcast during in game segments, as well as match day activations that drove viewers to the website to access more content.

Audiences were encouraged to take part in the “Celebration Selfie” to go into the draw to win match tickets, signed merchandise and unique money-can’t buy experiences. Through YouTube takeovers, digital banners and EDMS, we led fans to a dedicated microsite and got them engaging with our full suite of hilarious content.

On social and in broadcast, we used Toyota’s own cricket ambassadors to help amplify the campaign, sharing content on their own channels.

Results

  • 2m+ people reached
  • 3.5m+ video views –
  • 23% engagement rate