From the Australian First XI to the Under 11’s, from the suburbs to the bush, from the blind cricket championships to the one-eyed fans in the stand…. Toyota supports cricket at every level because that’s Good for Cricket!
With over $5 million raised for community clubs around the country, Toyota has well and truly demonstrated their commitment to grassroots cricket. And going into the biggest summer of cricket yet Toyota challenged Gemba to communicate to cricket fans that the brand is not just supporting local clubs – they’re supporting lovers of the game everywhere.
As the summer of cricket heated up, so did the roll out of Toyota’s sponsorship communications. It featured a hero 30-second TVC plus numerous themed digital and social executions, the campaign encapsulated the people and places that make up Australia’s favourite summer sport. With 15 second pre-rolls and digital display ads focussed on the Big Bash League, The Men’s Ashes, the Women’s international series and of course, the grassroots cricket community.
Boyd Hicklin, ECD of Gemba says of the campaign: “When a brand supports so many aspects of the game, it can be difficult to capture that support and showcase to fans what it really means. That’s why we’re very proud of this campaign, which uses original and archival imagery, many real people sharing their own photos, to capture the essence of an Aussie summer. Toyota is an incredibly loyal supporter of professional and community sport, so it was inspiring to see the great reaction from the community when we asked for help. Our blind cricketers were extra special, showing us what the game can do, to bring diverse groups together.”
And what an incredible summer of Aussie Cricket it was. The fans had a smorgasbord of cricket to consume across the holiday period down under. Toyota was there for every fan and every wicket as the Aussie men and women brought home the Ashes, the Perth Scorchers hit sixes and there was plenty of T20 and ODI action to fill the screens and stadiums all summer long.