TOYOTA RACES INTO MOONLIGHT CINEMAS WITH GEMBA

LUCY USHER

Senior Account Director

in Entertainment

February 12, 2021

Toyota’s international motor racing team – TOYOTA GAZOO Racing (TGR or GR) – will be introduced to Moonlight Cinema goers across Australia this summer through a blockbuster movie-inspired sponsorship campaign.

Created by sport and entertainment agency Gemba, ‘The GR Series’ campaign puts the GAZOO Racing brand in front of movie-loving audiences at more than 200 Moonlight Cinema screenings across five states. The new partnership with Moonlight aims to increase awareness of the global performance brand behind the GR Yaris and the GR Supra, leveraging Moonlight’s big screen, digital, social and onsite assets.

Heroes and villains, a thrilling chase and a booming soundtrack come together to showcase Toyota’s GR cars in a parody movie trailer made especially for Moonlight screens. It’s a showcase of Toyota’s passion for performance vehicle production and their success on the international racing stage with GAZOO Racing. The powerfully sleek GR Supra and the nimble GR Yaris are the stars of the show, with a little extra something for the history-buffs in a line-up of heritage Supras.

 

This was no ordinary sponsorship project, with multiple Toyota teams collaborating to bring the best of brand, passenger and sponsorship knowledge to the campaign. Together, Gemba and Toyota Australia set out to shake up and entertain an audience that is more likely to rate Toyota’s reputation for safety and reliability than their high-performance credentials.

As well as seeing the Hollywood-inspired trailer on the big screen, Moonlight Cinema-goers in select locations will have the opportunity to see the new GR vehicles up close and personal. At these sites fans can also have their photo taken and appear in their own GR Series ‘movie poster’ to share on socials, plus the chance to win Moonlight tickets in a premium TOYOTA GAZOO Racing VIP zone.

 

The campaign will run until the end of the Moonlight Cinema season on 26th April. The presenting partner nights with a GR Supra or GR Yaris on display can be found here.