TOYOTA GR YARIS LAUNCH CAMPAIGN

Brand activation & product exposure

Project management and logistical support at Goodwood Speedweek.

Why?

Using the one-off event as a platform, promote the new GR Yaris and other performance models through significant online consumer reach.

What?

With the recent successful racing stories in WRC, WEC, BTCC and Dakar, we brought together the cars and drivers at the “behind closed doors” event to showcase the expanding GR range and compete in the Goodwood’ shootouts’. The drivers were instrumental for brand reputation and story telling, with their event journeys planned in every detail.

How?

Working with the Covid19 restrictions, we organised the driver schedules, movement of vehicles, produced the onsite branding and backdrops, liaised with event organisers and planned timetables for media interaction. The strict race schedules meant non-stop action throughout the day and well into the night, all of which was covered and streamed through online media channels.

GR Yaris was used in the TV presenter ‘Co-driver Challenge’ with Dermot O’Leary & Rory Reid, which gained huge publicity through the live camera lens!