Footy Finals has returned as Gemba demonstrated its activation credentials by amplifying the ‘Finals Feeling’ campaign during the 2024 Toyota AFL Finals Series.
Gemba was tasked with creating a campaign that captured the success of Toyota’s Good for Footy Raffle over the past decade and the lasting connections it has fostered with local clubs around Australia. This campaign needed to convey the excitement and anticipation that fans feel every September, along with the emotions synonymous with Footy Finals.
By effectively utilising hardworking below-the-line assets, and contracted entitlements with the AFL, Gemba delivered a campaign that included out-of-home print, AFL Records, internal engagement activities, events, and activations throughout the Toyota AFL Finals Series and Grand Final week. Here are some of the highlights:
Toyota AFL Premiership Cup Tour
In conjunction with AFL and TGI, Gemba led the event management of key stops in the 2024 Toyota AFL Premiership Cup Tour, which visited Dealerships and Toyota Good for Footy Raffle clubs around Australia. Engaging Toyota’s community of dealers and clubs, along with leveraging extensive player appearances, was key to the success of this national roadshow.
 |
 |
Activation at Footy Festival
Through activation, Toyota took the opportunity to celebrate the top footy clubs involved in the Toyota Good for Footy Raffle over the last decade. Fans were able to participate in the ultimate photo moment, raising the AFL Premiership Cup at the MCG while surrounded by bespoke decaled HiLux vehicles designed to hero local clubs across Australia. 3,955 fans passed through the Toyota activation feeling the excitement of finals and a connection to Toyota’s community involvement. Gemba coordinated talent appearances, consumer promotions, and media publicity throughout the week to ensure Toyota’s campaign was successful.
View this post on Instagram
Toyota AFL Grand Final Day Activity
The Toyota HiLux has become an iconic part of Toyota AFL Grand Final Day. From overseeing the Toyota AFL Grand Final Parade vehicle logistics, the Toyota Retiring Legends Motorcade and the post-match ceremony, Gemba ensured that Toyota vehicles were prominently featured and celebrated as part of this iconic day.
MELBOURNE, AUSTRALIA – SEPTEMBER 27: Dane Rampe (left) and John Longmire, Senior Coach of the Swans are seen during the 2024 AFL Grand Final Parade on September 27, 2024 in Melbourne, Australia. (Photo by Michael Willson/AFL Photos)
September Club Hospitality
As premier partner of the AFL, Toyota wanted to ensure that their top-level hospitality offering continued to elevate the experiences for their VIP guests pre-and post-game on Toyota AFL Grand Final Day. Inspired by the theme of urban wilding, Gemba delivered a hospitality experience as the “place to be” on this iconic day in September. Offering their 215 guests experiences including gifting, talent appearances, and entertainment post-game, Toyota’s September Club provided an unforgettable experience for all attendees.
