CHALLENGE Toyota is rough, tough, and unbeatable. A dream brand in Russia, but … disconnected from young people.Yes, they know Toyota is reliable, but yawn, its boring. We had to change their minds.
APPROACH Toyota as a brand is all about challenges. The young love nothing more than a challenge, and the more extreme the challenge the better. So, Toyota and Youth share this in common … but how to bring it alive?
SOLUTION
TOYOTA PUSH THE LIMIT – an unique extreme sport platform. This is not a sponsorship, but a movement, where sports, cars and youth come together to push the limit of Possible.
We created our own TEAM TOYOTA RUSSIA with top extreme and Olympic athletes. They became our creators and influencers. Together we generated dozens of activities, events, stunts - living extreme sports, not just using it.
TOOLS
To generate a big buzz we started our own NON STOP CONTENT FACTORY. Which produce extreme content and deliver it to the community. We live with our athletes 24/7, go to their events, highlight everything cool in extreme world and generate unique content every day all year round. We tell thousands of Toyota stories to the extreme community & beyond. Toyota cars had a role to play in every single story.
SUMMARY
We created ALWAYS ON CAMPAIGN using all known mediums with one communication idea: PUSH THE LIMIT OF POSSIBLE. With Toyota brand and cars in the heart of it. Boosting it periodically with 360-degrees national launch and product campaigns.
RESULTS
Push The Limit movement rocked with the young and was massive, on-line and off-line. We ignited the love for both Toyota brand & cars and put Toyota right in the hearts of youth. Push The Limit also served as a versatile extreme sport platform where any Toyota model could be included.
- Toyota perception as a youthfull brand grew up 25%. 5 times greater than the market norm.
- Instagram grew 4 times.
- VK Grew 20 times.
- 50 000+ people engaged in Push The Limit events
- 300 mln total reach - Rav4 and CH-R were successfully launched through the platform
- 25% of C-HR were pre-ordered BEFORE the ATL campaign starts
- «Sport & Russia» awarded Toyota for best extreme sports marketing campaign
Advertised product: TOYOTA BRAND
Name: TOYOTA PUSH THE LIMIT
Agency: ADWISE
Idea
We have created a whole movement that works in clear levels within our eco-system: 1. Toyota challenges: We incorporate our philosophy of push boundaries and test your strength using multichannel campaign of the flagship crossovers 2. Our Ambassador athletes are Toyota's guide to the extreme sports world. Their lives are our inspiration and source of content. #ToyotaTeamRussia share content, tips on how to start sport, perform tricks, improve skills. 3. Our subscribers in social networks join the movement by attending #ToyotaRoadShow events, viewing competitions highlights in Push-The-Limit groups on social networks, participating in #ToyotaChallenge contests, - everyone can join the world of real drive. The driving force behind 'Push-The-Limit' were 17 well-known athletes from a variety of extreme sports, of which Team Toyota Russia was formed. The start of the 'Push-The-Limit' platform was the launch of the Toyota RAV4 Adventure, in June 2017. The capability of the new RAV4 special series was Illustrated with stories by professional thrill-seekers in three documentary videos. The launch of Toyota C-HR, in June-July 2018, used a video where Team Toyota Russia athletes from three different disciplines called for daring tricks to match the movements of the bold Toyota C-HR. Our platform, based on integration with extreme sports, has become the basis for support.
Credits
Tatiana Khalyavskaya Toyota. Marketing Director
Andrey Trusov Adwise. Creative Director
Dmitry Ulyanov Adwise. Strategic Director
Olga Bogdanova Adwise. Client Service Director
Daria Khvoyko Adwise. Account Director
Vladimir Korovin DAN. Strategic Director
Natalia Falina DAN. Deputy General Director
Michael Umarov Communica. General Director
Kristina Bratnikova Avantgarde. Account Director
Igor Ignatiev We Are In Sports. General Director
