Toyota: Outdoor

Credits & Description:

Brand TOYOTA
TOYOTA USA Plano, USA Entrant Company
SAATCHI & SAATCHI TOYOTA AGENCY Torrance, USA Idea Creation
DENTSU INC. Tokyo, Japan Idea Creation
SAATCHI & SAATCHI TOYOTA AGENCY Torrance, USA Production
DENTSU INC. Tokyo, Japan Production
SAATCHI & SAATCHI TOYOTA AGENCY Torrance, USA PR
DENTSU INC. Tokyo, Japan PR
SAATCHI & SAATCHI TOYOTA AGENCY Torrance, USA Media Placement
DENTSU INC. Tokyo, Japan Media Placement
Jason Schragger Saatchi & Saatchi Chief Creative Officer
Keiichi Higuchi Dentsu Chief Creative Officer
Fabio Costa Saatchi & Saatchi Executive Creative Director
Mark Carolan Saatchi & Saatchi Creative Director
Daniel Barak Saatchi & Saatchi Creative Director
John Kritch Saatchi & Saatchi ACD Art Director
Matt McFaden Saatchi & Saatchi ACD Art Director
Cristian Costa Saatchi & Saatchi ACD Art Director
Yusong Zhang Saatchi & Saatchi ACD Art Director
Nick Cade Saatchi & Saatchi ACD Copywriter
Mike Yagi Saatchi & Saatchi ACD Copywriter
Tomas Almuna Saatchi & Saatchi ACD Copywriter
Alice Blastorah Saatchi & Saatchi Senior Art Director
Shiran Teitelbaum Saatchi & Saatchi Senior Copywriter
Chelsea Brown Saatchi & Saatchi Art Director
Brittany Kopeikin Saatchi & Saatchi Copywriter
Doug Alves Saatchi & Saatchi Creative Director, Design
Adriel Nunes Saatchi & Saatchi Design Director
Emily Yurko Saatchi & Saatchi Digital Creative Director
Lalita Koehler Saatchi & Saatchi Executive Director, Integrated Production
Annie Uzdavinis Saatchi & Saatchi Director, Integrated Production
Rodrigo Vargas Saatchi & Saatchi Executive Producer, Content
Stephanie Dziczek Saatchi & Saatchi Senior Producer
Thomas Meloth Saatchi & Saatchi Senior Producer
Kristen Hosack Saatchi & Saatchi Music Supervisor
Al Reid Saatchi & Saatchi Managing Director
Taira Kimura Dentsu Managing Director
Erica Baker Saatchi & Saatchi Management Director
Amy Turnbull Saatchi & Saatchi Group Account Director
Fuminori Koike Dentsu Group Account Director
Rick Schmitz Saatchi & Saatchi Account Director
Mark Turner Saatchi & Saatchi Chief Strategy Officer
Evan Ferrari Saatchi & Saatchi Group Strategic Planning Director
Keita Kimura Dentsu Group Strategic Planning Director
Hailey Marsh Saatchi & Saatchi Strategic Planning Director
John Lisko Saatchi & Saatchi Executive Communications Director
Hiroyuki Maruyama Dentsu Executive Communications Director
Teppei Manso Dentsu Executive Communications Director
Amy Petersen Saatchi & Saatchi Media Director
Toyohiro Bando Dentsu Media Director
Romina Bongiovanni Saatchi & Saatchi Group Director, Earned Media and Public Relations
Laura Bachrach Saatchi & Saatchi Public Relations Director
Bertha Merikanskas Saatchi & Saatchi Earned Media Director
Christine Kim Saatchi & Saatchi Public Relations Strategist
Chitose Nagao Dentsu Group Director, Public Relations
Takenobu Sugiuchi Dentsu Public Relations Director
Richard Bendetti Saatchi & Saatchi Executive Producer
Keith Bellinger Saatchi & Saatchi Director, Digital Production
Rena Dusenbury Saatchi & Saatchi Senior Producer
Siobhan Nielson Saatchi & Saatchi Senior Producer
Oliver Jolliffe Saatchi & Saatchi Senior Integrated Producer
Bob Samuels Saatchi & Saatchi Senior Producer
Shawna Wilson Saatchi & Saatchi Producer
Collin Beckles Saatchi & Saatchi Associate Producer
Elvia Gaitán Saatchi & Saatchi Trans Creation Producer
Mikako Ogata Saatchi & Saatchi Associate Trans Creation Producer
Aubrianne LaDuke Saatchi & Saatchi Production Coordinator



Synopsis
Toyota believes freedom of movement is a human right, and we are here to tear down barriers and ensure mobility for all so everyone everywhere can reach their potential — when we are free to move, anything is possible. Toyota set out to start an impressive metamorphosis, shifting the brand from a car company to a mobility company in order to provide mobility solutions for all people.
We had two objectives — to enhance Toyota’s brand equity via increased Olympic and Paralympic association and to shift perceptions of Toyota from that of a car brand to a global icon of innovation and human progress through mobility.
Our brief was to showcase Toyota’s beliefs, actions and products related to mobility innovations and to demonstrate how we are working to remove barriers so that people from all walks of life have more ways to move freely — Ever Better Mobility for All.
Strategy
Because this was Toyota’s first global brand campaign, we needed to reach a really large audience — the whole world. The Olympic and Paralympic Movements were the perfect platforms, not just because of global reach, but because fans and enthusiasts share the exact mindset we were seeking. They’re inspired by the passion of the Games and the stories of individual struggle.
So we searched the world for the most-inspiring mobility stories — universal stories that represented mobility challenges across different continents, abilities, regions, races/ethnicities, ages, and even genders. Since our approach was to reach people in more than 40 countries in 28 languages, our campaign had to resonate with everyone. So in order to make sure everyone was represented, Olympians, Paralympians, influencers, and everyday heroes shared the spotlight in the most-inclusive and diverse integrated campaign to date.

Outcome
Total generated global impressions – 15 billion
-Achieved over 60 percent awareness of the Toyota "Start Your Impossible" tagline on average across core countries
-Achieved over 40 percent awareness of the Toyota Start Your Impossible campaign advertising on average across core countries
-Toyota's association with the concept of Ever Better Mobility for All grew significantly from benchmark (up six percentage points on average across core countries)
-Perceptions of Toyota as a leader in mobility increased approximately eight percentage points on average from benchmark (with over 50 percent of consumers now seeing Toyota as a mobility leader in the majority of the countries)
Execution
We kicked off our campaign using the biggest platform in the U.S. (the Super Bowl) to springboard our launch on the biggest platform in the world — the Olympic and Paralympic Games.
Our campaign spanned across 40+ countries and 28 languages. It lasted the entire duration of both Games with coverage across every platform, ranging from TV to streaming and digital.
Our executions featured such a wide variety athletes and influencers that we were able to align their airing with contextually relevant events throughout both Games.
We also placed ads featuring Paralympians during Olympic events to generate interest in the upcoming Paralympic Games, furthering our mission to elevate the perception of the Paralympic Movement across the globe.
Campaign Description
Tasked with creating the first-ever global campaign for Toyota, we set out to change people's perceptions of Toyota from that of a car company to a mobility company. We challenged the world with our rallying cry, "Start Your Impossible."
With nine different films and online content, our massive, global 360 campaign used top-tier athletes and inspiring influencers. We told the stories of a visually impaired Paralympic hopeful, an Olympic ice skater, an eight-time Paralympic gold medalist, a Syrian refugee Olympic swimmer, a man who climbed Everest with no arms, and even a 100-year-old runner from Japan, just to name a few. We not only redefined the role of the automotive partnership by becoming the first-ever Mobility Partner for both the Olympic and Paralympic Games, but we also used inspiring mobility stories to bring to life Toyota's expansive vision for a better future.