TOYOTA MAKES FOOTY EVEN ‘GOODER’ WITH NEW AFL CAMPAIGN

EMME RICHARDSON

Account Manager

in Sport

April 26, 2021

Toyota has been promoting it’s AFL sponsorship under the ‘Good for Footy’ banner for more than 13 years, and this season, the automaker is introducing a new Suggestion Box to fans through a TVC launched today.

Built from the insight that the best way to make anything better is to go to the front line and ask the people closest to the action for their ideas, the Toyota Good for Footy Suggestion Box aligns with the brand’s own Genchi Genbutsu philosophy of going directly to the source.

“The idea behind this way of thinking, not only for the Toyota Good for Footy Suggestion Box, but for our organisation as a whole, is that in order for a product, process, or experience to be enhanced, then we need to hear suggestions firsthand from those who live and breathe it – in this case, the football community – in order to discover what changes they would consider most valuable, ” says Toyota Senior Manager Marketing Integration Tim Stuckey.

‘Good & Gooder’ showcases the power of fan suggestions and Toyota’s passion to make the game better for the entire footy community. From uniforms designed specifically to fit female players to better lighting of community footy fields, from big-screen viewing events in regional areas to a cheeky wish for a husband upgrade, the Good & Gooder campaign puts the voice of fans at the heart of the conversation to ask how Toyota can make footy more accessible for all. Whether you play it, watch it, coach it or just love it, Toyota wants to hear fans’ suggestions – and will ensure the very best get brought to life.

“Together with Toyota, we have created a tongue-in-cheek ‘grammatical error’ designed to grab a chunk of attention for the Suggestion Box. ‘Gooder’ is the kind of earworm we hope might slide into the footy fan vernacular, and get fans thinking about how they can be part of making the game better for everybody” says Executive Creative Director Boyd Hicklin.

The campaign will increase awareness of Toyota’s Good for Footy program, which has proudly supported Australian Rules football from the grassroots to the elite for more than a decade, and has raised more than $7 million dollars for local footy clubs across the country.

The campaign will be leveraging the AFL’s stadium big screen, digital, social, OOH, broadcast and in-stadium assets.

To submit your own Good for Footy suggestion, click here.