Head of Client and Creative Services

in Sport

October 25, 2017

AMI 2017 Awards 027_preview (002)

Gemba and Toyota yet again proved to be a brilliant partnership on Wednesday night, taking home an Australian Marketing Institute Award for Corporate Social Responsibility for the long-running ‘Toyota Good For Cricket’ campaign.

Last year Gemba and Toyota accepted a State Award in the same category, and we’re pleased to be back in 2017, shining a spotlight the iconic auto brand and the positive impact they make on grassroots cricket clubs Australia wide.

In an effort to support literally hundreds of local clubs across the country, Gemba developed the “Toyota Good For Cricket Raffle”. Toyota provide all the infrastructure and some incredible raffle prizes, while local club members sell $5 tickets and keep 100% off the proceeds. Through a simple online registration process, clubs become part of Australia’s largest grassroots fundraising activity, encouraged and aided by local Toyota Dealerships.

Participating clubs are given the opportunity to boost sales by selling tickets to the huge crowds attending the Australian International test matches, with Day Three of each test nominated as “Toyota Good For Cricket Day”.

396 clubs registered and on average, each club raised over $1600, with 27 clubs raising more than $4000. It’s heart warming to hear feedback about their fundraising efforts delivering great outcomes on a local level; the cash goes towards new equipment, facility upgrades and reduced costs for those kids and adults who love to play Australia’s summer game.

Gemba produced a series of ‘Community Stories’ videos to highlight the raffle’s positive impact on players young and old, and received widespread exposure through broadcast integration with the Nine Network, reaching over 1.8 million viewers, as well as over 1.1 million views on Facebook.

98% of surveyed clubs wanted to participate in the Toyota Good for Cricket program again, so watch this space!

Congratulations to Toyota for whole heartedly supporting Australia’s local cricket clubs… Now that’s Good for Cricket!