To kick off the 2022 Toyota AFL Premiership Season, and to reengage with footy-starved Victorian fans, the AFL hosted a spectacular Festival of Footy Live Site at the MCG in Round One.

Major Partner Toyota asked Gemba to develop an engaging and immersive fan activation to support Toyota’s long-running Footy Oh What A Feeling positioning, and feature fan interaction with the latest Toyota vehicles.

Introducing the Toyota Legends Lap of Honour! The Legends Lap of Honour is an AFL Grand Final Day tradition, and a prestigious moment to celebrate the the champions of our game. Gemba recreated this iconic moment as a memorable photo activation, where fans could live out their ‘legend potential’ in their very own Lap of Honour around the iconic ‘G. Fan’s got to step in the tray of a new HiLux and get a photo that replicated a packed MCG atmosphere. Images were shared to fan socials and delivered as prints live.

The Lap of Honour activation notched up some impressive results, with hundreds of fans participating and thousands of images shared. Those who shared their Oh What A Feeling moment on social channels went into the draw to win amazing merchandise prize packs, generating a total reach on social media of 26,000.

And the fans loved it, as much as they loved being back at the biggest game in town. Footy.. oh what a feeling!